Introduction
Bursting with fresh fruit flavors and boasting a smooth, addictive chewy texture, all wrapped up in vibrant, drool-worthy pocket-sized packaging—Hi-Chew (ハイチュウ) has garnered a devoted international fanbase that wouldn't trade this all-time favorite for any other treat!
A Chewy Story From 1931 to Today
A set of Morinaga Hi-Chew Premium and Meiji Fruit Juice Gummy featured on ZenPlus
Hi-Chew candies first hit the shelves in 1975 and saw a new twist in 1996 with a re-launch featuring individually wrapped pieces.
The story of Hi-Chew starts with Taichiro Morinaga's quest to create a unique type of chewing gum—one you could eat without breaking Japanese etiquette, which frowns upon removing food from one's mouth.
Morinaga & Co. Bite-sized mini Hi-Chew found on ZenPlus
Morinaga, originally a caramel maker, ingeniously merged chewy caramel with various flavorings. This innovation led to the debut of Chewlets in 1931.
Despite the setbacks of World War II, which nearly destroyed the business, Morinaga made a striking comeback, reintroducing Chewlets as the Hi-Chews we know and love today!
What Makes Hi-Chew So Tasty?
Premium quality Hi-Chew made with Shimizu white peach found on ZenPlus
Hi-Chew strikes a delightful balance in texture, blending the chewiness of traditional gum with the burst of fruit flavors.
These treats are beautifully wrapped in either logo-stamped foil or simple white wax paper (varying by region). The design of each piece features a consistent white outer layer for most flavors, enveloping a richly colored, flavorful core.
However, select flavors like Strawberry Cheesecake, Cotton Candy, Yogurt, Sweet and Sour Mix, and Superfruit Mix break the mold with a colored outer shell and a contrasting white inside. On the other hand, the Cola flavored Hi-Chews embrace a fully brown hue.
This special candy goes beyond just Asian destinations such as Taiwan, Shanghai, Singapore, and Hong Kong; it also pops up in specialty stores and import shops worldwide (because who can resist grabbing these chewy, fruity treats wherever they are?).
Limited Edition Hi-Chews
Limited to Kyushu Morinaga Traveling Hi-Chew Amaou Flavor featured on ZenPlus
Every now and then, the brand launches special editions that feature fruits grown in Japan, bringing fans closer to unique regional flavors like Seto Inland Sea Lemon and Okinawan Shikuwasa.
These limited editions celebrate local agriculture and give you a taste of Japan's varied fruit scene—be sure to pick them up quickly before they're all gone!
- Great news for those sensitive to gluten: In 2012, Hi-Chew enhanced its inclusivity by becoming a gluten-free treat. Although the candy never previously contained gluten, it was produced in facilities that processed gluten, which could pose a risk for those with sensitivities.
It’s worth mentioning that Hi-Chew contains pork-derived gelatin, making it unsuitable for halal, kosher, or vegetarian diets.
Hi-Chew’s Explosive Growth in the U.S.
Morinaga confectionery Hi-Chew featured on ZenPlus
Hi-Chew's popularity surge in Salt Lake City during the early 2010s, driven by returning Latter-Day Saint missionaries who had visited Japan, marked a pivotal turn for the brand.
Capitalizing on this momentum, Hi-Chew launched a strategic marketing campaign featuring Major League Baseball players, catapulting U.S. sales from $8 million in 2012 to an impressive $100 million by 2021!
The candy is offered in a dizzying array of flavors in the United States, catering to diverse palates. The lineup includes everything from candy apple and strawberry ice cream to more exotic tastes like Blue Hawaii, a blend of citrus and pineapple, and dragonfruit.
Hi-Chew also experiments with innovative products such as Hi-Chew Sours, introduced in February 2016, with tangy options like watermelon, lemon, and grapefruit.
The brand's creativity extends to Hi-Chew Bites and Hi-Chew combos, offering a mix of flavors like tropical smoothie and pina colada, as well as dual-flavored candies with real fruit bits!
Further engaging its fanbase, Hi-Chew initiated the "East meets West" contest in early 2018, where fans voted to bring popular Japanese flavors to the Western market, resulting in the introduction of Dragon Fruit in the United States.
Ready to Chew?
If you find that your local store doesn't sell Hi-Chew—or worse, sells imitation brands—you don’t have to miss out on these globally beloved Japanese treats.
You can now order authentic Hi-Chew directly from its homeland to ensure you're getting the real deal with top-notch quality and a variety of genuine flavors.
Over 3,000 local retailers in Japan have partnered with the massive online platform ZenPlus to bring eager international shoppers like you an impressive selection of over 5 million authentic Japanese items.
Morinaga & Co. Okinawa Limited Mango Hi-Chew found on ZenPlus
Now, you can explore this vast array of products from the comfort of your couch, making it easier than ever to access virtually any Japanese item you can imagine. And Hi-Chew and its delicious flavors are just the tip of the iceberg…
On ZenPlus, you’ll also discover all sorts of other Japanese sweets and snacks, readily available for your shopping pleasure. From the iconic Pocky and Pretz sticks to every flavor of KitKat, as well as traditional treats like mochi and taiyaki, your options are endless.
24 types of Japanese KitKat featured on ZenPlus
Plus, for those looking to enjoy a perfect, relaxing meal, you can find a variety of Japanese ramen options (here’s your ramen bowl and chopsticks as well, you’re welcome!)
And no, this isn’t one of those services that claim to ship quickly from Japan only to have you waiting forEVER. ZenPlus has built a solid reputation over the past decade with a dedicated team of experts who ensure your order is processed the moment you click 'order'.
Prepare for a thrilling unboxing session arriving at your doorstep very soon!
About The Writer
Meet Mariam - a freelance writer whose heart beats for the captivating world of Japanese culture. She's fascinated by the breathtaking cherry blossom trees, the irresistible traditional dishes and snacks, the timeless fashion, the adorable natural makeup, and of course, the world-famous anime, just to name a few of her passions. Now, with boundless creativity and determination, she aims to deliver the most valuable content for readers to offer them a glimpse into her passions in life.
