Pocky stays exclusive in SM Cinema snack bars as Glico renews partnership

Glico, the Japanese food manufacturer behind the iconic Pocky snack, has renewed its strategic partnership with SM Cinema, marking the second year of collaboration between the global confectionery brand and the country’s leading cinema chain.

Under the agreement, Pocky remains the exclusive biscuit snack sold at SM Cinema Snack Bars nationwide, reinforcing Glico’s commitment to delivering enjoyable and health-conscious snacking experiences for Filipino moviegoers.

Since the partnership began in 2024, Pocky has become a regular feature across SM’s 78 cinema locations and 180 over-the-counter snack bars. The renewed deal includes continued in-store visibility through countertop displays, menu board integration, and product sampling efforts.

“We are excited to continue our collaboration with SM Cinema, a valued partner that shares our commitment to creating joyful experiences,” said Gerald Mendoza, Country Head of Glico Philippines. “Pocky has always been about bringing people together through simple moments of happiness, and the cinema is the perfect place to create more of those shared memories.”

Mendoza added that SM Cinema’s extensive reach and leadership will help Glico grow and connect with Filipino consumers “in spaces where joy and togetherness thrive,” aligning with the company’s mission, “Healthier Days, Wellbeing for Life.”

The renewed partnership also supports the introduction of Glico’s premium Pocky Crushed series in select SM Cinema snack bars. The lineup includes Crushed Nuts Chocolate, double-dipped in milk chocolate and topped with real almonds, and Crushed Fruits Blueberry Yogurt, made with real blueberries and cookie bits wrapped around whole wheat biscuit sticks. The brand describes these new variants as offering “multi-sensory snacking moments” designed to elevate the movie-watching experience.

Francis Bonnevie, Vice President for Partnership & Venue Management at SM Cinema, said Glico has become a welcome addition to the theater experience.

“We extend our heartfelt thanks to Glico for their wonderful partnership with our SM Cinemas,” Bonnevie said. “Their support has added a delightful touch to our movie-going experience, and we’re proud to collaborate with a brand that brings joy to so many. Glico’s iconic Pocky sticks continue to be a favourite snack—fun, flavourful, healthy and perfect for the family to share! We look forward to more exciting movie moments with Glico!”

With a 60 percent market share and an annual foot traffic of around 30 million moviegoers, SM Cinema offers Glico a powerful platform to maintain visibility and grow affinity among Filipino consumers.