Brand promotion through the 40th-anniversary campaign for ほっかほっか亭

「Following the company’s participation in the Osaka Healthcare Pavilion at Expo 2025 Osaka-Kansai, which began in April this year, media exposure on television and in books increased. A large amount of user-generated content was also posted across various social media platforms, helping to raise awareness. The flagship One-Hand BENTO series was well received, and the company has now begun soliciting applications from potential locations as part of its post-Expo initiatives.」

「The company also focused on managing its social media accounts. It increased posting frequency and enhanced video content on X (formerly Twitter) and Instagram, while posting photos of Hokkahokka-tei bento meals on the Chinese social media platforms RED and Weibo. These initiatives addressed a broad audience, including inbound demand, and helped stimulate demand. In particular, monthly impressions on X exceeded approximately 35.6 million in September, representing 13-fold growth from April 2024.」

「In December, the company held the “Winter Sumikko Gurashi Campaign” in collaboration with Sumikko Gurashi, featuring “Sumikko Gurashi Bento,” various hors d’oeuvres and the Trio series as eligible products. Along with complimentary soup cups, the campaign was very well received, particularly among families with children and Sumikko Gurashi fans.」

「In August, the company ran the “Drive Away Hunger! Campaign” in collaboration with Season 2 of the TV anime Jujutsu Kaisen, featuring the “Nori Stamina Bento” and “Nori Stamina Special” as eligible products. The campaign was very well received, particularly among Generation Z. In digital promotions, the company continued to actively pursue follower-acquisition initiatives on social media (X, formerly Twitter, Instagram and LINE), and the official X account surpassed 820,000 followers.」

「In digital sales promotion, the Company continued to actively pursue initiatives to gain followers on its official social media accounts, including Twitter, Instagram and LINE. It strengthened digital promotion, particularly among Generation Z, and the official Twitter account surpassed 800,000 followers.」

「In December, the Company held the annual Winter Sumikkogurashi Campaign, which was well received, particularly among families.」

「From late July through August, the Company also held the Tokyo Nori Avengers Campaign, a collaboration with the TV anime Tokyo Revengers featuring the Nori Stamina Bento. The campaign helped attract new customers to stores.」

「The Company also actively held various campaigns to acquire its target female customers and family segment.」

「The Company also actively pursued digital sales promotion by running character collaboration campaigns, new product launch campaigns, and initiatives using social media, including the official Twitter account with 550,000 followers, and its app with 590,000 members. It worked to encourage repeat visits and actively acquire new customers.」

「The Company also actively promoted sales through initiatives including the Special Coupon Festival campaign using instant-win lottery tickets and the Winter Sumikkogurashi Campaign, which had been well received in the previous period.」

「The Company also collaborated with the third My Hero Academia film to hold the Summer PLUS ULTRA Campaign, which attracted a very large number of participants.」

「In May, the Company launched the new Hero Bento for children in the middle grades of elementary school and held a campaign in collaboration with the popular anime My Hero Academia, attracting many participants. In June, as the 45th anniversary of the opening of ほっかほっか亭's first store approached, the Company launched the Noribeef Bento for a limited time to express its gratitude for customers' continued patronage, and it was well received by many customers.」

「The Company is also working to strengthen the ほっかほっか亭 brand by expanding initiatives on official Twitter, Instagram and other social media platforms, as well as various giveaway campaigns.」

「In December, the Company held the “Winter Sumikkogurashi Campaign,” offering an original ほっかほっか亭 Sumikkogurashi die-cut plate. This enabled it to approach not only its established fans but also families with children who love Sumikkogurashi, and the campaign received extensive coverage on social media. The official Twitter account also surpassed 200,000 followers by the end of 2020 and continues to gain followers.」

「The Company held a campaign called the “Summer Sumikkogurashi Campaign,” offering original Sumikkogurashi mugs to customers who purchased the Sumikkogurashi Bento for children or a hors d'oeuvre platter, generating a strong response.」

「In May, the Company launched the Ontama Shirasu Rice Bowl and a chilled udon series as early-summer products. It also held a spring Sumikkogurashi campaign offering a chance to win an original ほっかほっか亭 Sumikkogurashi tumbler bottle. By reaching a large number of Sumikkogurashi fans, the Company expanded awareness of the Sumikkogurashi Bento.」

「In the middle of the month, the Company appointed the popular manga character Kinnikuman and promoted the Daily Special Mom's Bento under the theme “For adults who live each day wholeheartedly,” receiving a favourable response. In December, it renewed the former Petit Bento and launched the Sumikkogurashi Bento in collaboration with the popular character Sumikkogurashi.」

「The Company also sold tempura rice bowls made with “freshly fried tempura,” something made possible by a handmade bento shop. To raise awareness among a wider customer base, it used videos featuring the VTuber “Cyber Girl Siro” to approach new fan segments through an internet video distribution service.」

「In April, the Company launched the reasonably priced Toku Tendon and the Jo Tendon, containing 8 toppings, as part of its tempura rice bowl series. It aired television commercials conveying the “joy of taking a bite” of freshly prepared tempura rice bowls, made possible by a handmade bento shop, which were well received.」

「During the period, the Company ran promotions encouraging customers to use ほっかほっか亭 throughout the day under the slogan “Different special every day for lunch, mixed dishes at night.” It appointed the comedy duo Nakagawa Family as image characters and actively promoted ほっかほっか亭 as “a bento shop where mothers make handmade boxed meals.”」

「To commemorate cumulative sales of more than 10 million meals in the popular Daily Specials Series, the Company held a campaign offering free miso soup. At the same time, it aired television commercials featuring the comedy duo Nakagawa Family portraying “friend partners” of ほっかほっか亭 under the theme “Life is different every day,” which were well received.」

「In April, under the slogan “Different special every day for lunch, mixed dishes at night,” the Company launched the new Gyuyakiniku Mix. It ran attention-grabbing television commercials featuring the comedy duo Nakagawa Family and a dance unit comprising former members of the Tomioka High School Dance Club, which were very well received.」

「The Company held a campaign commemorating the 40th anniversary of the opening of ほっかほっか亭's first store, as well as」

「The Company also continued to hold campaigns commemorating ほっかほっか亭's 40th anniversary.」

「In addition to holding a campaign commemorating ほっかほっか亭's 40th anniversary,」