As the city embraces the warmer weather, renowned Japanese snack manufacturer Glico is launching a city-wide initiative to enhance outdoor gatherings. The brand has announced a series of pop-up events titled “Spring Outing,” scheduled to take place over two consecutive weekends in May. Designed to encourage Hong Kong residents to enjoy the picnic season, the campaign will feature interactive games and the distribution of over 2,000 boxes of the popular Pejoy cream-filled biscuit sticks.
The campaign focuses on Glico’s Pejoy, a product distinct from the widely recognized Pocky. While Pocky features a coating on the exterior, Pejoy is characterized by a crispy biscuit tube encasing a smooth cream filling. This “crunchy outside, soft inside” texture is positioned as an ideal companion for spring excursions, offering a less messy alternative for snacking on the go. During the events, participants will have the opportunity to win boxes in two signature flavors: Classic Chocolate, noted for its rich cocoa profile and subtle bitterness, and Strawberry, which offers a balance of sweet and tart notes.
Exclusive Rewards and Practical Accessories
Beyond the edible treats, Glico has curated a selection of lifestyle gifts aimed at enhancing the spring experience. Participants engaging in the on-site supermarket games can win functional items tailored for Hong Kong’s unpredictable weather. The prize pool includes lightweight UV-protection umbrellas, featuring a design aesthetic inspired by Japanese trends, and character-themed hand towels. These additions reflect a growing trend among consumer brands to offer practical, limited-edition merchandise that extends the brand experience beyond consumption.
Event Schedule and Locations
The “Spring Outing” roadshow will rotate through various districts, ensuring accessibility for residents across Hong Kong Island, Kowloon, and the New Territories. All events will run from 12:30 PM to 6:00 PM on their respective dates. While the activities are free to join, Glico has indicated that supplies are limited and available on a first-come, first-served basis.
The detailed schedule for the pop-up tour is as follows:
- May 2 (Saturday): Wellcome Supermarket, West Cove (3/F, 8 Belcher’s Street, Hong Kong).
- May 3 (Sunday): PARKnSHOP TASTE, Citygate Outlets (Shop B1-B10, 20 Tat Tung Road, Tung Chung).
- May 9 (Saturday): PARKnSHOP, Kingswood Ginza (Shop 220, Phase 1, 12-18 Tin Yan Road, Tin Shui Wai).
- May 10 (Sunday): Wellcome Supermarket, On Ting Commercial Complex (Shop M301, 2A Tuen Mun Heung Sze Wui Road, Tuen Mun).
A Strategic Shift Toward Experiential Marketing
This initiative represents a strategic move by Glico to deepen consumer engagement through experiential marketing. By moving beyond traditional retail shelving and creating interactive touchpoints within major supermarkets, the brand fosters a direct connection with its customer base. For Hong Kong residents planning weekend activities, these events offer a low-cost opportunity to explore new flavors and acquire practical seasonal goods. Interested parties are advised to arrive early to secure their share of the 2,000 boxes available, as high attendance is anticipated during the promotional period.