JO1’s Ren Kawashiri Teams Up Again for Tough Gummy Campaign

JO1’s Ren Kawashiri Returns for Tough Gummy Campaign

Kabaya Foods has announced the launch of the second collaboration campaign featuring Ren Kawashiri from the global boys group JO1, starting on August 25, 2026. This campaign coincides with the introduction of their new product, Tough Gummy Apple Impulse. Known for its unique chewy texture and intense sour powder flavor, Tough Gummy has become a beloved snack among many.

The Tough Gummy brand stands out for its irresistibly chewy and bouncy texture, truly making it a favorite for those who enjoy a flavorful snack. With 2025’s total sales surpassing 10 billion yen, Tough Gummy has established itself as a leader in the gummy market, earning the title of the best-selling single gummy product for three consecutive years according to the INTAGE SRI+ ranking from April 2023 to March 2026.

Ren Kawashiri, who became the Tough Gummy brand partner in February 2026, is not just a figurehead. His genuine love for gummies is widely recognized, and he has openly expressed his enthusiasm for Tough Gummy even before his appointment. His personal experiences and fondness for the brand make him a perfect ambassador for this delightful snack.

The first phase of the tie-up campaign received an overwhelmingly positive response, where Ren utilized his social media platforms and collaborated on several videos to showcase the distinctively great taste of Tough Gummy, which resonated with fans everywhere.

Now, for the second installment of the campaign, Ren will be seen popping out of a Tough Gummy bag, delivering cheerful messages to encourage people striving to do their best. This engaging content will be shared on the official Tough Gummy accounts on X (formerly Twitter) and TikTok, aiming to spread joy and connection.

In addition to the digital campaign, the “Must Buy Campaign” will run from September 7 to October 7, coinciding with the “Tough Gummy Day.” Participants can submit their receipts after purchasing Tough Gummy products for a chance to win exciting prizes, including:

- A Prize: Music-playing keychains for 10 winners
- B Prize: A set of 2 can badges for 30 winners
- C Prize: Stickers for 50 winners
- D Prize: QUO cards valued at 500 yen for 50 winners

This Must Buy Campaign aims to engage fans further and reward them for their continued support of the Tough Gummy brand.

For more information, fans can check out the special site, official Tough Gummy brand pages, and the social media channels:

About Ren Kawashiri

Born in 1997 in Fukuoka, Ren is a member of JO1, who debuted in March 2020. The group recently completed their dome tour named ‘JO1DER SHOW 2026 ‘EIEN 永縁’ and is set to fly globally with their debut in North America in October, along with an upcoming tour. Ren is known for his impressive dancing skills and expressive performances. His cool demeanor contrasts with his warm, endearing smile, captivating countless fans along the way.

Kabaya Foods continues to redefine snack experiences through such partnerships, bringing fans closer to the brands they love. Stay tuned for more updates as the campaign unfolds!