Pocky: The Snack That Turned 11/11 Into a Holiday

A chocolate-covered biscuit stick has its own holiday, and the reason is hiding in plain sight. Look at November 11: 11/11 resembles a row of Pocky sticks. That simple bit of visual cleverness became Pocky & Pretz Day in Japan.

Glico established the celebration in 1999, choosing the date because the snacks resemble the number one. It is an unusually fitting tribute to a product that has been turning a simple biscuit into a worldwide favourite since 1966.

Pocky began in Japan as a crunchy biscuit stick coated in chocolate. Its most recognizable feature is the uncovered section at the bottom, which serves as a handle and keeps chocolate off your fingers. A small design decision, but a rather smart one.

Even the name has a little crunch behind it. Pocky comes from the snapping sound the stick makes when you bite into it. The original chocolate version eventually gained company from flavours such as strawberry and almond, helping the snack find fans well beyond Japan.

The annual celebration needs very little explanation or preparation. November 11 arrives, the calendar does the advertising, and a box of Pocky provides the refreshments.

Not every snack can claim a place on the calendar. Pocky managed to turn its shape into a holiday, one crunchy stick at a time.