Bento Chain Hokka Hokka Tei Searches for Creator of Iconic Logo Font Ahead of 50th Anniversary, Goes Viral

Popular bento chain Hokka Hokka Tei has become a major topic of discussion on social media as it searches for the person who designed and created its long-beloved logo font, ahead of its 50th anniversary in June 2026.

According to Hokka Hokka Tei's official X (formerly Twitter) account, this distinctive handwritten-style font was designed by a part-time student over 50 years ago. The company is appealing for information, stating its desire to express gratitude to this 'elusive designer' who has supported the chain's history since its first store opened in Soka City, Saitama Prefecture. Reports indicate that this search has already been featured on the popular TV program 'Detective Knight Scoop'.

This news has been reported by various media outlets such as ORICON NEWS and ITmedia NEWS, with numerous supportive comments flooding X, including remarks like 'I didn't know the designer was unknown! I hope they're found,' 'It's amazing that a part-timer drew that,' and 'This is heartwarming. I hope they find them.' The designer is currently presumed to be in their late 60s or 70s, and many people are looking forward to a reunion spanning half a century.

Furthermore, some comments mention that 'Hotto Motto' was originally a brand that split off from Hokka Hokka Tei, and there are requests that if the designer is found, this distinctive typeface should be officially digitized as the 'Hokka Hokka Font.' The company's unique method of information dissemination using social media is being praised as 'masterful use of social media'.

This touching initiative, which sheds light on the origins of a brand with a long history, has resonated with many people. All eyes are on future developments to see if a reunion with the legendary designer, spanning 50 years, will come to fruition.

The context

For non-Japanese readers, Hokka Hokka Tei is one of Japan's most recognizable and popular bento (packed lunch) chains, known for its affordable and freshly prepared meals. Bento culture is deeply ingrained in daily Japanese life, offering convenient and balanced meals for work, school, and leisure.

The TV program 'Detective Knight Scoop' mentioned in the article is a long-running, highly popular Japanese variety show that features a team of 'detectives' (comedians) who investigate and solve unusual or heartwarming requests submitted by viewers. Its involvement lends significant public interest and credibility to the search.

The mention of 'Hotto Motto' refers to another major bento chain in Japan. Hotto Motto originated from a split with Hokka Hokka Tei in 2008, a well-known event in the Japanese fast-food industry. This historical context adds another layer of interest for the domestic audience, connecting the past with current market dynamics. The search for the original logo designer taps into a strong sense of nostalgia and brand loyalty prevalent among Japanese consumers.