HI-CHEW Original Mix bag on a pink plate with Strawberry, Grape and Green Apple HI-CHEW sticks, green apples and strawberries on a yellow table.

About Us

Our History

Sepia portrait of founder Taichiro Morinaga in a suit and tie.
OUR FOUNDER IS BORN
Taichiro Morinaga, the future father of HI-CHEW®, entered the world on the southern Japanese island of Kyushu. It was a tough world for young Taichiro. His father died when he was 7 and he grew up in poverty with no formal education.
1865
1865
Map of the United States filled with the American flag.
TAICHIRO MOVES TO AMERICA
Seeking to find his destiny, the intrepid Morinaga moved to America at age 23. A Good Samaritan offered him a piece of candy – a magical treat that Taichiro had never experienced during his impoverished youth. During his years in the States, he vowed to learn the secrets of candy-making.
1888
1888
Map of Japan over a red rising-sun circle.
WEST SWEETS MEET EAST
With hard-won candy-crafting skills and an ambition to provide high-nutrition confections to Japanese children, Taichiro returned to his home country and began selling candy from a simple push cart. The sweets were such a hit that he was able to open his own store in Tokyo: The Morinaga Western Confectionery Shop.
1899
1899
Vintage Morinaga’s Milk Chocolate bar.
HITTING THE BIG TIME
After nearly two decades of success, Morinaga & Company was formally established. It was the first modern candy company in Japan, and became the first to produce chocolates.
1918
1918
Vintage Morinaga Mother’s Day candy package with Japanese lettering.
SWEETS FOR THE SWEET
To celebrate motherhood throughout Japan, the first “Morinaga Mother’s Day Meeting” was held. We were the first to advocate this heartfelt tradition in the Land of the Samurai.
1937
1937
Vintage Morinaga Fruit Chewlet package with a colorful checkered design.
CHEWLETS ARE BORN
Morinaga® was always trying to invent new candy treats. In 1956 Morinaga® came up with the predecessor of today’s HI-CHEW®, a tasty strawberry-flavored morsel that you could chew like gum. Since it dissolved as you chewed, you didn’t have to take it from your mouth to dispose of it -- which is, let’s face it, a little rude.
1956
1956
Original 1975 HI-CHEW Strawberry box with Japanese lettering and strawberries.
CHEWLETS ARE BACK! NOW AS HI-CHEW®
New HI-CHEW® returned and started becoming the fruity chewy phenomenon it is today.
1975
1975
Silver “100 Years” anniversary emblem.
WE'RE 100 YEARS OLD!
A full century of creating tasty treats for the world! HI-CHEW® has been crafted in over 200 different flavors over the years and has become a cultural icon among the Japanese people...and insiders all around the globe!
1999
1999
Morinaga angel logo.
THE SPIRIT OF TAICHIRO RETURNS
In sunny California, we established Morinaga America, Inc. — bringing things full circle from the days when Taichiro received that first piece of candy in America.
2008
2008
Bucket of HI-CHEW candy beside a Los Angeles Dodgers batting helmet in the dugout.
HI-CHEW® ENTERS THE DUGOUT
After Junichi Tazawa joined the Boston Red Sox, Tazawa was asked to stock the bullpen with gum for his fellow pitchers. He added his favorite candy -- HI-CHEW® -- which proved to be so popular we delivered chews to every Major League Baseball team! Starting in 2014, we sponsored the Boston Red Sox, the Minnesota Twins, and the Chicago Cubs before eventually adding the Los Angeles Dodgers, the San Diego Padres, the Los Angeles Angels, the St. Louis Cardinals and the Tampa Bay Rays to our roster. Talk about a seriously sweet team!
2012
2012
Individually wrapped Morinaga chews in pink, red, purple and green beside a foil sample pouch.
HI-CHEW® CONTINUES GROWING
We opened our first candy making facility on U.S. ground in North Carolina, began distribution to Canada shortly after in 2016 and were officially approved as food for astronauts by JAXA, the Japan Aerospace Exploration Agency. International Space Station, here we come!
2015
2015
Morinaga America team members cutting a red ribbon at an outdoor celebration.
MORINAGA AMERICA TURNS 10!
MORINAGA AMERICA, Inc. officially celebrated 10 years in the U.S. with a consumer vote to bring over an exclusive HI-CHEW® flavor from Japan - coming out on top was DRAGONFRUIT!
2018
2018
HI-CHEW Superfruit Mix bag with dragon fruit, açaí and kiwi, made with chia seeds.
HI-CHEW® HOSTS THE EAST MEETS WEST FLAVOR CHALLENGE
Dragonfruit flavor finally made its highly anticipated debut after winning the East Meets West Flavor Challenge in 2018. By popular demand, another fan-favorite, Watermelon, was also added to the U.S. product line-up.
2019
2019
Four HI-CHEW bags showing the packaging redesign.
HI-CHEW® NAMED 2020 GLOBAL NIELSEN BASES DESIGN IMPACT AWARDS WINNER
A tremendous accomplishment for the HI-CHEW® brand, this award recognizes impactful package redesigns in the consumer packaged goods (CPG) space. HI-CHEW’s 100g Original Mix peg bag was recognized for its success in increasing retail dollar sales and units during the year that followed the redesign launch.
2020
2020
HI-CHEW Reduced Sugar bag, 30% less sugar, with mango and strawberry.
HI-CHEW® INTRODUCES NEW BETTER-FOR-‘CHEW SNACKS
HI-CHEW’s new Reduced Sugar Mix has two classic flavors with 30% less sugar, making the sweet snack available to any sweet tooth!
2022
2022
Morinaga America, Inc. logo in white on red.
MORINAGA AMERICA TURNS 15!
MORINAGA AMERICA, Inc. will officially celebrate 15 years in the U.S. in 2023! With HI-CHEW’s gaining popularity with sweet snackers everywhere, the HI-CHEW® takeover has only just begun!
2023
2023

Made for ‘Chew

Three HI-CHEW chews showing their two layers: white with a pink center, blue with a white center, and pink with a yellow center. Three HI-CHEW chews showing their two layers: white with a pink center, blue with a white center, and pink with a yellow center.
  • CHEWY & FRUITY
  • NO COLORS FROM SYNTHETIC SOURCES
  • LONG-LASTING DOUBLE LAYER
  • GLUTEN-FREE

Praise from the Press

New York Times logo

They’re fruity Japanese chews that taste incredibly juicy.

-New York Times
The Atlantic logo

With HI-CHEW’s, each wrapped in tiny squares of plain-white waxed paper, the flavors are important—and far more varied than in popular American fruit candies—but the primary feature is the texture…It’s delicious.

-The atlantic
Forbes logo

If you haven’t chewed a piece of HI-CHEW™ candy, you’re missing out.

-Forbes
Thrillist logo

HI-CHEW™ is not joking around when it describes its candy as “immensely fruity” and “intensely chewy.” The candy brand should add “intensely juicy” to their tagline as well, because these candies release a wave of fruit flavor with every bite.

-THRILLIST
Mashed logo

If you're a fan of fruit-infused, taffy-like candies, we hope you're familiar with HI-CHEW™…Not just limiting its inspiration to natural products, HI-CHEW™ also has Cola and Ramune flavors…The brand offers a little something for everyone.

-MASHED
The takeout logo

For many customers, the rise of HI-CHEW™ has sparked an interest in sampling more Japanese  candy and snacks.

-The takeout
Time Out logo

HI-CHEW™ may well be one of our favorite Japanese snacks (yes, perhaps even better than Pocky).

-TIME OUT NEW YORK
Mashed logo

You can likely find HI-CHEW’s in many different grocery stores across the country, if they aren't out of stock — though with such a fruity, enticing flavor, we'd understand why this candy would fly off store shelves.

-Mashed

‘CHEW NEWS

Unwrap the Season with the First-ever HI-CHEW® Holiday Mix
HI-CHEW® Hits the Road with the Mystery Manor Tour: The Ultimate Halloween Truck-or-Treat Adventure
HI-CHEW® Brings Back Halloween Mystery Mix with an All-New Secret Flavor to Uncover
Sip into Summer: HI-CHEW® and FiiZ Team Up to Launch Two Dessert-Inspired Dirty Sodas
Two Refreshing Flavors, One Bold Chew: HI-CHEW® Debuts New Lychee & Raspberry Stick at the 2026 Sweets & Snacks Expo
Morinaga & Co., Ltd. to Acquire My/Mochi Ice Cream, Expanding Its U.S. Snack Portfolio
Browse all news
Two HI-SOFT Salted Caramel Chews bags with caramel chews and sea salt on purple satin.
Three Chargel Instant Energy gel drink pouches in Grape, White Grape and Strawberry.

Meet the Morinaga® Family

Explore more about Morinaga America’s brands, including Chargel™ and HI-CHEW®!