On August 4, 2025, Ezaki Glico, the renowned Japanese confectionery company, announced a groundbreaking achievement: the registration of Pocky’s distinctive long, thin stick shape as a “three-dimensional trademark.” This milestone is more than just a legal victory—it’s a celebration of Pocky’s enduring legacy as a beloved snack, both in Japan and across the globe. For foreigners unfamiliar with the intricacies of trademark law or the cultural significance of Pocky, this blog post will break it all down. We’ll explore what this registration means, provide background on Pocky’s rise to fame, and analyze the broader implications for the brand, its competitors, and snack lovers worldwide.
What is a Three-Dimensional Trademark?
Let’s start with the basics. A three-dimensional trademark, often called a “stereo trademark” in Japan, is a type of intellectual property protection that applies to a product’s unique shape. Unlike traditional trademarks—think logos like Nike’s swoosh or brand names like Coca-Cola—a three-dimensional trademark focuses solely on the physical form of an object. No words, no symbols, just the shape itself.
To qualify, the shape must have “distinctiveness,” meaning it’s so recognizable that people instantly associate it with a specific brand. This is a high bar to clear because many shapes serve a functional purpose (like a bottle holding liquid) rather than acting as a brand identifier. In Pocky’s case, it’s the slender, elongated stick—coated in chocolate or other flavors—that’s now legally protected.
Japan has granted this status to other iconic shapes too, such as:
- Fujiya’s Peko-chan: The adorable mascot with her signature pigtails.
- Kentucky Fried Chicken’s Colonel Sanders statue: A familiar sight outside KFC locations.
- Meiji’s Kinoko no Yama: Mushroom-shaped chocolates with a whimsical design.
Pocky now joins this elite group, proving its stick shape is more than just a snack—it’s a symbol.
How Pocky Earned Its Trademark: The Power of Recognition
Securing a three-dimensional trademark isn’t easy. Ezaki Glico had to demonstrate that Pocky’s shape stands out in a crowded market. To do this, they conducted a nationwide survey in 2023, polling Japanese residents aged 16 to 79. The question was simple: “When you see this shape, what comes to mind?” The answer was overwhelming—over 90% of respondents identified the long, thin stick as Pocky, even without any branding or packaging.
This level of recognition didn’t happen overnight. It’s the result of decades of consistent branding and cultural penetration. On July 25, 2025, Japan’s trademark office officially approved the registration, cementing Pocky’s shape as a protected asset. In their statement, Ezaki Glico vowed to “continue protecting and nurturing long-loved brands” through strategic trademark management—a promise that resonates with fans and investors alike.
The Rise of Pocky: A Snack That Conquered the World
To understand why this trademark matters, let’s take a step back and look at Pocky’s story. Launched in 1966 by Ezaki Glico, Pocky was a revolutionary idea: a biscuit stick dipped in chocolate, designed to be eaten without messy hands. The name “Pocky” comes from “pokkin,” a Japanese onomatopoeia mimicking the sound of the stick snapping—a playful touch that’s become part of its charm.
Over the decades, Pocky evolved from a local treat to a global sensation. Today, it’s available in dozens of flavors—classic chocolate, strawberry, matcha, almond crush, and seasonal specials like pumpkin or sakura. Its portability and fun factor have made it a hit with students, travelers, and anyone craving a quick snack. In Japan, November 11 is even celebrated as “Pocky Day” because the date (11/11) resembles four Pocky sticks side by side.
Globally, Pocky has found a foothold in over 30 countries, with sales topping 500 million units annually, according to Ezaki Glico’s 2024 report. From convenience stores in Tokyo to supermarket shelves in New York, Pocky’s distinctive shape has become a universal symbol of Japanese confectionery.
Why Trademarks Are a Big Deal in Branding
Trademarks are the unsung heroes of the business world. They protect a company’s identity, ensuring that consumers can trust what they’re buying. For Pocky, this three-dimensional trademark means that no other company can legally produce a snack with the same long, thin stick shape without risking a lawsuit. It’s a shield against copycats in an industry where imitation is all too common.
This protection is especially vital in the snack market, where brands compete fiercely for attention. Pocky’s shape isn’t just functional—it’s a key part of its appeal. The stick invites you to snap it, share it, or nibble it slowly, creating an experience that knockoffs can’t replicate. By locking down this design, Ezaki Glico ensures that Pocky stays unique, even as competitors scramble to keep up.
The Ripple Effect: Implications for the Snack Industry
The impact of this trademark goes beyond Pocky itself. For one, it strengthens Ezaki Glico’s position in a crowded market. With legal protection in place, the company can invest in Pocky’s growth—new flavors, marketing campaigns, and international expansion—without worrying about diluted brand value.
It also sets a precedent. Other snack makers with distinctive products might follow suit, seeking three-dimensional trademarks for their own designs. Imagine a future where Oreo’s cookie shape or Pringles’ curved chip gets similar protection. This could spark a wave of innovation as companies strive to create truly unique products rather than mimicking what’s already out there.
For competitors, the news is a mixed bag. On one hand, it’s a warning: steer clear of Pocky’s stick shape or face legal consequences. On the other, it’s an opportunity. Rivals might pivot to entirely new concepts—think twisted snacks, spherical bites, or hollow tubes—pushing the snack industry into uncharted territory.
A Cultural Icon Protected: Pocky’s Role in Japan and Beyond
Pocky’s shape isn’t just a design choice—it’s a cultural artifact. In Japan, it’s tied to moments of connection. Friends share Pocky during movie nights, students munch on it during cram sessions, and couples play the “Pocky game,” nibbling from opposite ends until they meet (or don’t). The stick is central to these rituals, making it a vessel for memories.
For foreigners, Pocky offers a taste of Japan. It’s a staple at anime conventions, a trendy snack on TikTok, and a quirky gift from travelers returning from Asia. Its shape makes it instantly recognizable, even to those who’ve never visited Japan. Protecting this shape ensures that Pocky’s cultural essence stays intact, no matter where it’s sold.
Globally, this trademark could have bigger implications. While it’s currently registered in Japan, Ezaki Glico might pursue similar protections in key markets like the U.S. or China. If successful, this would solidify Pocky’s status as a worldwide brand, giving it an edge over local competitors.
A Fresh Take: What’s Next for Pocky and Its Rivals?
Here’s where things get interesting. This trademark could shake up the snack world in unexpected ways. Competitors might challenge it, arguing that a stick shape is too basic to trademark. But with over 90% recognition and nearly 60 years of history, Pocky’s case looks rock-solid. Any legal battles would likely reinforce Ezaki Glico’s win.
For consumers, this is a win too. The trademark guarantees authenticity—when you buy Pocky, you’re getting the real deal. It’s a small but meaningful assurance in a world full of knockoffs.
From a creative angle, I wonder how this affects Pocky’s future. Could Ezaki Glico lean into the stick shape with bold new designs—say, a double-length Pocky or a spiral version—while staying within the trademark’s bounds? The possibilities are endless, and the protection gives them room to experiment.
Pocky in Everyday Life: Stories That Stick
Pocky’s charm isn’t just in its taste—it’s in the stories it creates. Picture a group of teens in Osaka, passing around a box of strawberry Pocky during a rainy afternoon. Or a first-time visitor to Japan, grabbing a pack from a 7-Eleven and marveling at how something so simple can taste so good. These moments, tied to the stick’s snap and shareability, are what make Pocky special.
Abroad, Pocky has its own vibe. I’ve seen it at parties in the U.S., where guests use it as a photo prop or a playful icebreaker. Its shape makes it more than a snack—it’s an event.
Conclusion: Pocky’s Shape, Forever Protected
Ezaki Glico’s decision to trademark Pocky’s shape is a masterstroke. It celebrates a snack that’s brought joy to millions while securing its future in a competitive world. For foreigners, it’s a fascinating glimpse into how brands protect their legacies—and a reminder of why Pocky’s stick is worth snapping up.
Whether you’re a longtime fan or just discovering Pocky, one thing’s clear: its shape isn’t just a design. It’s a piece of history, now safeguarded for generations to come.
