Glico, SM Cinema Extend Partnership as Pocky Gains Momentum Nationwide

Glico Philippines and SM Cinema have renewed their partnership for a third consecutive year, keeping Pocky as the exclusive biscuit brand at SM Cinema Snack Time counters across the country.

The partnership milestone was celebrated with an exclusive blockbuster screening at SM City Cebu on August 4, 2026. It marked the first time the brands brought their renewal celebration beyond Metro Manila, highlighting Cebu’s importance as a gateway to audiences across the Visayas and Mindanao.

Pocky sales grow through cinemas
Pocky purchases at SM Cinema snack counters increased by 30% in units sold between 2024 and 2025. Now in its third year, the brand has also recorded a year-on-year increase in the number of boxes sold through the cinema channel.

Pocky remains available at 103 SM Cinema Snack Time counters across 79 cinemas nationwide. In the Visayas and Mindanao alone, SM Cinema operates 17 cinemas across 12 cities, with Cebu serving as a key anchor for the regions.

“The numbers are encouraging, but what sits behind them is the part we care about most,” said Gerald Mendoza, Managing Director of Glico Philippines. “The cinema is one of the few places left where attention is undivided and company is close at hand, and a box of Pocky tends to find its way from one seat to the next without anyone having to be asked.”

According to Mendoza, this natural culture of sharing is central to Pocky’s continued growth in the cinema channel. Cebu’s strong sense of community, particularly among families and different generations, also makes it an ideal location for the partnership’s latest celebration.

A refreshed range for moviegoers
During the Cebu event, audiences were introduced to Pocky’s “Tap, Snap, Nibble” ritual, a tap to begin, a clean snap of the biscuit stick, and a nibble of the flavor that follows.

The experience forms part of Pocky’s “Connect with a Smile” campaign, which celebrates the small, everyday gestures that bring people closer. The campaign also marks Pocky’s 60 years of sharing happiness.

The refreshed Pocky range now features brighter, more contemporary packaging across six variants: Chocolate, Strawberry, Cookies & Cream, Milky Matcha, Milk Chocolate, and Milk.

Pocky Chocolate also features an improved recipe, offering a crispier biscuit and a richer chocolate taste.

Local flavors may be on the horizon
While there are no confirmed Filipino-exclusive flavors at the moment, Glico said localization remains an important consideration in both marketing and product development.

Across Southeast Asia, the company has introduced limited-edition flavors inspired by local tastes, including Ondeh Ondeh and Durian in Malaysia, as well as Kopi-O and Kaya Toast in Singapore.

“Our approach across the region is consistent. We hold the quality and the craft steady, then adapt flavors and formats to what each market enjoys,” Mendoza said.

For now, Filipino moviegoers can enjoy Pocky’s refreshed range at SM Cinema counters. However, Glico is continuing to listen to local consumer preferences, including the Filipino tradition of sharing food through pasalubong, barkada gatherings, and movie nights.

“We might just be developing more interesting localised flavours across the region, including the Philippines,” Mendoza added.

Beyond the cinema
Glico also plans to explore additional partnerships and physical venues where people gather and share experiences. While SM Cinema remains the company’s exclusive cinema partner in the Philippines, Pocky may also appear in settings such as universities, concerts, festivals, school events, and other entertainment platforms.

One recent example was Pocky Connect Fest, held at several Metro Manila universities. The activation allowed Gen Z students to customize Pocky boxes with photos and stickers alongside their friends.

“Watching them do it was a good reminder that the instinct to share has not changed in 60 years, only the way it looks,” Mendoza said.

As more consumers seek real-life experiences and social connections, Glico intends to strengthen its physical activations while extending them through social and digital content. These efforts support Pocky’s “Connect with a Smile” campaign and the company’s broader purpose of promoting “Healthier Days, Wellbeing for Life.”