Glico doubles down on cinematic snacking with SM Cinema tie-up

Glico Philippines has renewed its snack partnership with SM Cinema, locking in Pocky’s presence across theatres nationwide for a second year. The deal cements the biscuit stick’s role as the go-to cinema treat and expands its footprint in one of the country’s last bastions of communal experience.

Under the agreement, Pocky remains the exclusive biscuit brand across 78 cinemas and 180 snack bars operated by the country’s largest cinema chain, a move designed to intertwine indulgent snacking with memorable moviegoing.

SM Cinema commands a 60% share of the Philippine cinema market and draws roughly 30 million moviegoers annually. The tie-up gives Glico a direct line to consumers during what is arguably their most distraction-free entertainment experience.

Don't miss: Pocky, dentsu Philippines turn cultural shyness into sweet love language

“We are excited to continue our collaboration with SM Cinema, a valued partner that shares our commitment to creating joyful experiences,” said Gerald Mendoza, country head of Glico Philippines. “Pocky has always been about bringing people together through simple moments of happiness, and the cinema is the perfect place to create more of those shared memories.”

Mendoza added: “With SM Cinema’s extensive reach and industry leadership, we are confident that this partnership will help us grow and connect with Filipino consumers in spaces where joy and togetherness thrive, which aligns with our company purpose ‘Healthier Days, Wellbeing for Life’.”

Pocky, already a nostalgic icon across generations, benefits from this placement by becoming part of the ritual. Beyond display visibility - menu boards, counter-top features, and in-store sampling - the collaboration also introduces a premium layer to the snacking offer.

Enter the Pocky Crushed series. Currently available in select SM Cinema outlets, this elevated line offers variants such as Crushed Nuts Chocolate, featuring double-dipped milk chocolate and real crushed almonds, and Crushed Fruits Blueberry Yogurt, made with imported blueberries and whole wheat biscuit sticks.

Francis Bonnevie, SM Cinema’s vice president of partnership and venue management, expressed confidence in the collaboration: “We extend our heartfelt thanks to Glico for their wonderful partnership with our SM Cinemas. Their support has added a delightful touch to our movie-going experience, and we’re proud to collaborate with a brand that brings joy to so many. Glico’s iconic Pocky sticks continue to be a favourite snack - fun, flavourful, healthy and perfect for the family to share! We look forward to more exciting movie moments with Glico!”

Glico Philippines, the local arm of Japan’s Ezaki Glico, is known for bringing popular snacks such as Pocky and Almond Koka to Filipino consumers and engaging in cultural touchpoints such as Pocky Day. Glico operates in 18 global locations, focusing on ASEAN, China, and the US.

Recently, Pocky partnered with dentsu Philippines to launch “POCKY SABI,” a campaign aimed at Gen Z. Drawing on the Filipino concept of hiya - a cultural sense of modesty and social restraint - the campaign used Pocky as a playful tool for anonymous love confessions.

Inspired by the phrase “paki sabi” (please tell them), it featured an Instagram filter that masked the sender’s face, allowing users to share heartfelt messages without revealing their identity - bridging digital expression with emotional honesty.

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