Pocky, dentsu Philippines turn cultural shyness into sweet love language

In a culture where expressing affection can feel like a social risk, Pocky and dentsu Philippines have offered Filipino Gen Zs a quiet, playful way to speak from the heart - anonymously.

Rooted in the local concept of hiya, a deeply ingrained sense of modesty and social inhibition, the “POCKY SABI” campaign transformed a beloved snack into a vessel for unspoken love. Taking inspiration from the phrase “paki sabi” - or “please tell them” - the campaign framed Pocky as both a literal and emotional medium for confession.

At the centre of the campaign was an Instagram filter that allowed users to deliver anonymous love messages while hiding their identity. This digital face-blocking mechanic tapped into the social comfort zone of Gen Z - a generation fluent in filtered expression - enabling connection without the weight of vulnerability.

Don't miss: PETRONAS Twin Towers and LRT trains turn into Pocky sticks for Pocky Day

Offline, the sentiment travelled to campuses across Metro Manila. Confession booths invited students to share their feelings, which were then published anonymously through a dedicated microsite. TikTok creators further amplified the messages, bridging digital and physical spaces with one clear intention: make young love feel a little less daunting.

“POCKY SABI is a fun, well-executed campaign that stemmed from a simple but deeply rooted cultural insight,” said Gerald Mendoza, managing director at GLICO Philippines. “We’ve always believed in dentsu’s ability to localise global brands in a way that truly connects with Filipino audiences. Over the years, they have consistently delivered ideas that go beyond the obvious, and this campaign is a great example of that trust and collaboration in action.”

The campaign aligns Pocky not just as a product, but as a cultural ally - one that respects emotional nuance while inviting young Filipinos to share what’s in their hearts.

“This campaign was never just about a single occasion, but rather, about capturing the quiet, unspoken ways young Filipinos express affection because of hiya,” said Gian Nealega, creative director at dentsu Creative Philippines. “Pocky has always stood for sweet, heartfelt connection, and with POCKY SABI we wanted to reflect that in a way that felt authentic to how Gen Z communicates today. From social media to campus activations, it was about creating a safe space to say what they feel - even if anonymously.”

Related articles:
Rewriting the scroll: MindNation, dentsu rethink social media for wellbeing
Toyota, dentsu Thailand turn Bangkok street into memorial for speeding victims
Pocky's parent firm Glico sweetens creative strategy with The Chariot Agency