TOKYO: Japanese snack manufacturers are trying to keep things fresh for loyal fans of their long-selling products, including through related merchandise and events.

Despite the risk that drastic revamps of such products will disappoint fans, an official at a major maker said, “We still need to keep providing topics.”

In March, Meiji Co. released 3,500 units of wireless earbuds that resemble its iconic “Kinoko no Yama” chocolate snack, which has been around since 1975. Despite the not-so-cheap price tag of 29,800 yen, the limited-edition product sold out within about 10 minutes of its release.

The earbuds, which were based on ideas solicited from social media users for imaginary miscellaneous goods full of creativity, became a hit on social media.

“It’s always difficult to create novelty for long-selling products,” said a Meiji official, but added, “We hope to conjure up the fun and delightful world of Kinoko no Yama in things other than food.”

Snack makers are also holding events to interact directly with fans.

Calbee Inc., which launched “JagaRico” potato sticks in 1995 and “Kappa Ebisen” shrimp snack in 1964, began holding fan meetings across Japan in June this year.

The company also offers gifts through a lottery to people who mention fan events on X, formerly Twitter. “We hope to further evolve and improve our brand with the help of our fans,” a Calbee official said.

At Kasugai Seika Co., Tomohiko Hara, head of its “funny experiment” office, launched a talk event in 2018, hoping to get more people to fall in love with both the company and its brand.

While the Nagoya-based company is known for its “Green Mame” pea snack and “Milk no Kuni” candy, launched in 1973 and 1984, respectively, the talk event has so far had no themes directly related to the company’s products.

“We hope that people will first feel an emotional attachment to our company and then choose our products in stores,” Hara said.

JIJI Press