Pocky wants a seat at Singapore’s breakfast table

Pocky is giving Singapore's classic breakfast combo a snackable spin this National Day, launching limited-edition 'Kopi-O' and 'Kaya toast' flavours as it looks to connect with younger consumers through familiar local tastes.

The launch forms part of the brand's "Pocky-Tiam" campaign, which draws inspiration from Singapore's kopitiam culture and its role as an everyday gathering point across generations.

Speaking to MARKETING-INTERACTIVE, Lee Yeen Theng, managing director of Glico Malaysia & International Cluster, said the latest launch is aimed particularly at Gen Z consumers who are interested in heritage food with a contemporary twist.

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"The launch of the 'Pocky-Tiam' campaign featuring limited-edition Pocky 'Kaya toast' and Pocky 'Kopi-O' is to celebrate Singapore's iconic breakfast staples during National Day," said Lee, adding that the brand hopes to engage Gen Z by combining cultural roots with innovative flavours.

The two flavours take cues from staples commonly found in coffee shops across the country. Pocky 'Kopi-O' recreates the roasted coffee notes associated with the traditional drink, while Pocky 'Kaya toast' draws on the combination of kaya and toasted bread.

According to Lee, the choice of flavours reflects the role kopitiams continue to play in Singapore's daily life and social culture, particularly as affordable neighbourhood gathering places where people come together over food and drinks.

"Pocky aspires to preserve this precious culture," said Lee, explaining that the brand hopes the flavours can help younger consumers connect with the country's food heritage while positioning Pocky as a familiar companion for everyday moments.

Beyond the product launch, Pocky is extending the activation through its "Connect with a smile" campaign, encouraging Singaporeans to share the new flavours with friends, family, colleagues and even acquaintances.

The campaign taps into the cross-generational familiarity of the Singaporean breakfast ritual, with Pocky positioning sharing as a simple way to spark connections and turn everyday moments into something more meaningful.

As part of the campaign, the brand will also give away exclusive merchandise designed to amplify its "Connect with a smile" message and further anchor the activation in local flavours and culture.

Pocky's latest Singapore activation also continues its efforts to tap into familiar Southeast Asian flavours. Last year, Pocky Malaysia marked Malaysia's 68th National Day and Malaysia Day celebrations with limited-edition 'Durian' and 'Ondeh-Ondeh' flavours under its "Share the taste of heritage" campaign.

The campaign paired local flavours with vibrant packaging and street-level art in a celebration of Malaysian culture. Pocky 'Durian' featured a creamy durian-chocolate coating made with real durian, while Pocky 'Ondeh-Ondeh' combined pandan chocolate, desiccated coconut and a palm sugar-flavoured biscuit stick inspired by the traditional kuih.

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