Kabaya Foods' Hard Gummy "Tough Gummy" Gains Massive SNS Attention Through VTuber Collaboration and Product Popularity

Kabaya Foods' hard gummy "Tough Gummy" is drawing significant attention on social media, not only for its inherent popularity but also for a unique collaboration with "Bachi Niku," a unit from the popular VTuber group "Nijisanji." On X (formerly Twitter), "Tough Gummy" became a trending topic, eliciting numerous expressions of surprise and delight from users.

As many users posted comments like, "Tough Gummy is trending, but it looks different than usual, and I'm the most confused," it appears there's a special PR campaign behind this trend, beyond just product popularity. Specifically, the buzz centers around a unique presentation where members of "Bachi Niku" appear to be "summoned" surrounded by "Tough Gummy" products. This led to a flurry of unique expressions such as "Tough Gummy Bachi Niku...?", "Tough Gummy magic circle," and "Bachi Niku is being summoned by Tough Gummy."

In response to this unusual collaboration, fans have expressed hopes for further developments, with comments like, "I hope they do a live stream or more collaborations," and "Is Tough Gummy a Bachi Niku fan?" There were also suggestions for collaborations with other VTubers, such as, "Fuwacchi is promoting Tough Gummy...! Kabaya Foods, there's actually a streamer named Maou Metsuki who absolutely loves gummies, how about it?" This demonstrates the high affinity with the VTuber community.

Meanwhile, beyond the excitement of the PR campaign, the enduring popularity of the Tough Gummy product itself was also highlighted. Numerous comments like "I dislike gummies, but I like Tough Gummy" and "I love Tough Gummy" were seen. Its distinctive hardness and satisfying chewiness received praise, with users commenting, "Tough Gummy, with its exceptional chewiness, is perfect for gaming or working 🎮✨ Also the best for a quick snack!" and "My companion for recent night shifts." Some users specifically mentioned "grape flavor" as their favorite, saying, "Grape is my favorite flavor! I finished a bag today, lol," indicating a large number of repeat customers.

The synergy between a unique PR strategy and the product's inherent appeal has made "Tough Gummy" a notable presence currently buzzing across social media.

The context

Kabaya Foods: A Japanese confectionery manufacturer known for a wide range of snacks and candies.

Tough Gummy: A specific line of hard-textured gummy candies produced by Kabaya Foods. It is particularly popular in Japan for its firm and chewy texture, offering a satisfying mouthfeel that differentiates it from softer gummies.

Nijisanji: One of the largest and most prominent VTuber agencies in Japan, managing a vast roster of virtual talents. VTubers (Virtual YouTubers) are online entertainers who use virtual avatars generated with computer graphics. They engage with audiences through live streams, videos, and other digital content.

Bachi Niku (バチ肉): A specific unit or sub-group within the Nijisanji VTuber agency. Collaborations between VTubers and consumer brands are a common and effective marketing strategy in Japan, leveraging the VTubers' fan bases.

X (formerly Twitter): A global social media platform widely used in Japan for discussions, trending topics, and sharing real-time information. A product or topic trending on X signifies significant public attention and conversation.