Rediscovering the Allure of Gummies and Candies with 'Gummy Day' and 'Candy Day'

Rediscovering Gummies and Candies

The world of confectionery is about to get more exciting with the announcement of a new project titled 'Amekumi (Gummy)', which aims to celebrate both gummies and candies. This initiative is spearheaded by Yamaboshi-ya, a renowned candy information media agency based in Minato, Tokyo. Starting from August 26 to September 13, 2026, this project intends to pump new life into both market segments by highlighting the unique charms of each.

The Inspiration Behind 'Amekumi'

Yamaboshi-ya's team has been focusing on the unique features that both gummies and candies offer to consumers. By promoting the distinct qualities of each, 'Amekumi (Gummy)' aims to elevate the appeal and market presence of these beloved sweets. While gummies are often characterized by their ability to provide an instant cheer ('ON'), candies are known for their lingering enjoyment ('OFF'). The project endeavors to explore and communicate these aspects to enhance consumer experience.

Defining the Allure of Gummies and Candies: The 'Amekumi Map'

Through the 'Amekumi Map', the project categorizes the allure of gummies and candies into six thematic areas associated with 'ON' and 'OFF' experiences. Gummies are portrayed as the 'ON' snack, ideal for uplifting moments. They accompany our hectic short breaks, offering a variety of flavors, colors, and shapes, making them the perfect treat to share and enjoy with friends. Meanwhile, candies serve as the 'OFF' snack designed for relaxation. Their longer-lasting flavor allows for an introspective break, creating moments where you can unwind and enjoy the sweeter side of life.

Promotional Strategies of 'Amekumi'

1. Dedicated Information and Giveaway Campaign

The project features a special web page launching on the 'Okashi to, Watashi' media site that highlights the products from sponsoring manufacturers and provides insights into the gummy and candy landscapes. In addition, a consumer survey will be conducted to gather insights about gummy and candy consumption habits, and participants will have a chance to win sets of gummies and candies in a lottery draw.

2. Dynamic Social Media Campaigns

To engage the community, 'Okashi to, Watashi' will host exciting giveaways on social media platforms like X (formerly Twitter) and Instagram. Participants can follow their accounts and repost content to enter for a chance to win wonderful prizes. A special campaign titled '#MyFocusedDeclaration' will also be launched, emphasizing the joy of savoring candies during dedicated leisure time.

3. In-store Real Events

Several retail operations across the Kanto and Kinki regions will hold real-life events featuring candy sampling. These events create direct touchpoints between consumers and products, energizing in-store experiences. Specific dates and locations will soon be available on the project's web page, so stay tuned!

Comprehensive Giveaway Details

The project includes various giveaways with exciting prizes totaling 100 lucky winners over the campaign duration, which consists of multiple phases:

- Gummy and Candy Giveaway (Web Special Page)

- Duration: August 26 - September 13
- Winners: 30
- Prize: A set with assorted gummies and candies.

- Gummy Giveaway (X and Instagram)

- Duration: August 26 - September 3
- Winners: 20 (10 each platform)
- Prize: An assortment of gummy candy.

- Candy Giveaway (X and Instagram)

- Duration: September 4 - September 13
- Winners: 20 (10 each platform)
- Prize: An assortment of candy.

- X Exclusive Gummy and Candy Giveaway

- Duration: September 2 - September 4
- Winners: 20
- Prize: A set with assorted gummies and candies.

- X Exclusive Candy Focused Giveaway

- Duration: September 2 - September 4
- Winners: 10
- Prize: Candy sets tailored for optimal focused leisure time.

Details about the giveaway campaign and live events can be found on the special website linked below:

Special Web Page

Partner Companies in 'Amekumi'

Some of the notable sponsors include Asada Candy Co., Atrion Seika Co., Kasugai Seika Co., Kaneka Foods Co., Kabaya Seika Co., Kanro Co., Kracie Co., Ogi Seika Honpo Co., Zen-Noh Food Co., Bourbon Co., Mannan Life Co., Meiji Co., Montwahr Co., UHA Mikakuto Co., and Lotte Co.

About 'Yamaboshi-ya'

Founded in November 1953, Yamaboshi-ya utilizes a clearinghouse model, serving as a platform uniting consumers, manufacturers, and retailers. The comprehensive candy information media 'Okashi to, Watashi' launched in May 2019 and marks its seventh year in 2026, focusing on providing valuable insights and delivering campaigns to connect the candy community.