Hi-Chew is getting in on the brand mascot resurgence. The Japanese candy brand has introduced a new character named Chewbie to resonate with Gen Z, drive sales and make it easier to create social media content.

The gender-neutral mascot bears some resemblance to a Hi-Chew candy—but not too much, because the brand wanted to give the character its own look. Their round body and arms are white, while their face is yellow like the center of a mango Hi-Chew. They wear a blue ball cap and sneakers inspired by Gen Z fashion, according to the brand. Hi-Chew worked with Gigasavvy to create the new mascot.

Chewbie can only say the word “chew.”

“We tried to strike a balance between creating a literal versus a relational mascot,” said Joanne Hsu, senior brand market manager at Morinaga America Inc., the U.S. subsidiary of the Japanese company that owns Hi-Chew. “Especially in candy, a lot of brand mascots are more literal, like M&M’s or Sour Patch Kids. Hi-Chew has that double layer that’s unique and we tried to extend that feature to our mascot. So he is slightly literal, but more relational.”

Instead, Hi-Chew is highlighting Chewbie’s personality—joyful and a little mischievous, and an “instigator of fun,” according to Hsu, who described the approach on the newest edition of Ad Age’s Marketer’s Brief podcast. 

Social media efforts

While brand mascots have been around for decades, they have gained a new marketing purpose in recent years as a way to drive social media attention. McDonald’s, for instance, has put Grimace in the spotlight to great effect, while Kellanova won a Cannes Lion for its wildly popular edible Pop-Tarts marketing stunt.

Hi-Chew started hinting at Chewbie last month on social media, where it was doing a lot of free candy giveaways. The goal is to make Chewbie a consistent character across the brand’s content.

“We envision they will be hopping on the latest trends and hot topics,” said Hsu.

Hi-Chew plans for Chewbie to be another tool in its marketing mix, which leans heavily on social media. Hsu said that the brand has also worked with candy and gaming influencers, with good results.

The ‘Chew Crew’

Hi-Chew came to the U.S. in 2008 and hit $100 million in sales in 2021, and has seen 30% year-over-year growth, according to Hsu. The brand is looking to drive more sales and awareness. Part of that involves making exotic flavors aimed at Gen Z, including key lime, strawberry ice cream, blue Hawaiian and rainbow sherbet. (Gen Zers were born between 1997 and 2012.)

“Gen Z is becoming key buyers in the candy segment,” Hsu said. “They love to explore something new, something different. So that’s why we see unconventional flavors stand out.”

Before settling on Chewbie, the brand considered multiple mascot ideas, such as a butterfly, caterpillar, unicorn and even a cast of characters. Consumer insights helped inform what fans wanted to see. Hi-Chew surveys its fan base, known as the “Chew Crew,” to learn about what flavors and marketing they want to see.

“All of that shaped the final output of our mascot,” she said.