Kabaya Foods Holds Secret Party 'Tough Gumi NIGHT' for Tough Gumi Fans

Kabaya Foods Co., Ltd. is pleased to announce that it held the secret party 'Tough Gumi NIGHT' on Thursday, March 26, 2026, hosted by our flagship brand in the gummy category, 'Tough Gumi'.

"Tough Gumi NIGHT" is the first installment of the fan marketing initiatives that our company is undertaking with the 'Tough Gumi' brand. Our brands, including 'Tough Gumi', 'Salt Charge', and 'Cebon Star', value not only deliciousness but also "emotional value" that aligns with customers' feelings and experiences. We believe that resonance with this "emotional value" leads to brand loyalty and continued support.

'Tough Gumi', as its tagline "The more you chew, the tastier it gets, this elasticity." suggests, is characterized by its "highly elastic texture that is pleasant to chew" and the "stimulation of sour powder" that makes it "addictively delicious" and keeps you wanting to chew.

Our company is currently working to expand the unique value of the 'Tough Gumi' brand, focusing not only on its deliciousness but also on the scenes in which it is consumed and the changes in behavior and mood that arise from it. In particular, we are strengthening "scene marketing" which expands touchpoints into various fields such as music, sports, entertainment, street culture, and art.

The term "Tough Gumi Crew" (Tough Gumi-dan), which is also part of the event name, is a designation that symbolizes people who love 'Tough Gumi' and continue to move forward positively even in the face of failure or adversity. 'Tough Gumi NIGHT' aimed to be a place where 'Tough Gumi' fans and guests active in various cultural scenes (=scenes) gather, and share the "Tough Gumi-ness" and appeal that connects to their reasons for being part of the "Tough Gumi Crew".

On the day of the event, attendees were provided with photos taken at the venue entrance of them "chewing Tough Gumi," and were encouraged to post about the party and their individual 'Tough Gumi' love on social media using these images.

Kabaya Foods will continue to strive to create brands and products that are loved by many customers and fans for a long time, by maximizing the deliciousness and "emotional value" of our own brands.

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