Six years ago, Ezaki Glico, the Japanese maker of Pocky, announced plans for world domination via its chocolate-covered biscuit sticks. It made it a goal to make $1 billion in overseas annual sales by 2020, a milestone that no Asian snack brand has yet achieved. Even though its 2019 sales were only a little over $500 million, its upward trajectory was remarkable. Glico’s U.S. subsidiary had around $20 million in sales in 2015. Last year, it had $64 million.
The U.S. snacks market is the biggest in the world, dominated by domestic behemoths like Hershey’s and Mars. But