By Anna Rushton
A thin, crunchy biscuit stick dipped in dark chocolate or dozens of other sweet flavors, Pocky is a snack known and loved worldwide. However, many may not know that every year, Glico, which is the brand behind Pocky, releases a Lunar New Year Pocky, featuring limited-edition packaging and festive themes.
Before diving into the features of this year’s release, it helps to understand the brand’s origins. According to Pocky.com, the Japanese company Ezaki Glico launched its signature caramel in a distinctive red box in 1922. Forty-four years later, Glico expanded its family of fine foods by releasing a chocolate-covered biscuit stick: Pocky. While chocolate is the original flavor, varieties such as strawberry, cookies and cream, and matcha are essential tastes. My personal favorite is matcha, as I love its balance of earthy and sweet notes. The iconic Pocky box is coated in a vibrant, distinctive red; however, the color of the box changes depending on the flavor—a detail that adds a fun, collectible element to the brand.
2026 is the Lunar Year of the Horse, symbolizing energy, speed, and freedom. The horse is often seen as a sign of success, loyalty, and hard work, and is associated with personal growth and ambition. To honor the holiday, Glico launches Pocky specifically designed to serve as a sweet gift, bringing fortune and joy to family and friends. Unlike the standard packaging, the Lunar New Year edition is decorated with festive symbols and shapes.
Inside, you can find standard flavors like chocolate and strawberry, but according to Scribbling Geek.com, there are also Durian and Ondeh-Ondeh variants exclusive to Singapore and Malaysia. The Ondeh-Ondeh flavor features a vibrant green coating with hints of pandan which is a Southeast Asian plant often described as tasting like coconut and vanilla, and palm sugar. This variant offers a sweet, fragrant profile that sounds delicious Meanwhile, the Durian Pocky is coated in a creamy, durian-flavored white chocolate. Durian itself is often described as a complex mix of almonds, caramel, and vanilla, with surprising hints of garlic. While these two flavors are not widely sold in the United States, they can be purchased through select Asian retailers.
The Lunar New Year Pocky usually leaves shelves around mid-March to make way for special Easter versions and limited-edition gift sets, so be sure to grab them quickly! Overall, festive Pocky is a brilliant concept; it’s not only a great way to increase brand engagement but also a wonderful way to acknowledge and celebrate Lunar New Year traditions.
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