Kabaya Foods Holds Secret Party 'Tough Gumi NIGHT' for Tough Gumi Fans
Kabaya Foods held a secret party for 'Tough Gumi' fans.
📋 Article Processing Timeline
- 📰 Published: March 31, 2026 at 02:30
- 🔍 Collected: March 30, 2026 at 21:46
- 🤖 AI Analyzed: April 15, 2026 at 10:40 (372h 54m after Collected)
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.
<Examples of Social Media Posts from the "Tough Gumi Crew" on the Day>
FAQ
What was the purpose of the 'Tough Gumi NIGHT' event?
The 'Tough Gumi NIGHT' event was held as the first fan marketing initiative for the 'Tough Gumi' brand. Its purpose was to bring together fans and guests from various cultural scenes to share their reasons for being part of the 'Tough Gumi Crew' and to foster brand loyalty by emphasizing the 'emotional value' of the brand.
What is 'Tough Gumi' known for?
'Tough Gumi' is known for its "highly elastic texture that is pleasant to chew" and the "stimulation of sour powder," which makes it "addictively delicious" and keeps consumers wanting to chew more. Its tagline is "The more you chew, the tastier it gets, this elasticity."
What is 'scene marketing' (界隈マーケティング) as mentioned in the article?
'Scene marketing' refers to strengthening touchpoints with various fields such as music, sports, entertainment, street culture, and art, to expand the brand's unique value beyond just the product's taste.
What does the term 'Tough Gumi Crew' (タフ組) represent?
The 'Tough Gumi Crew' is a designation that symbolizes people who love 'Tough Gumi' and continue to move forward positively even in the face of failure or adversity.
How did attendees participate in social media sharing at the event?
Attendees were given photos of themselves chewing 'Tough Gumi' taken at the venue entrance and were encouraged to post these images on social media to share their experience of the party and their love for 'Tough Gumi'.
What is Kabaya Foods' overall brand strategy?
Kabaya Foods aims to create brands and products that are loved by many customers and fans for a long time by maximizing both the deliciousness and the 'emotional value' of their products.
When and where was the 'Tough Gumi NIGHT' event held?
The event was held on Thursday, March 26, 2026, in Daikanyama.
What other brands does Kabaya Foods mention in relation to 'emotional value'?
Besides 'Tough Gumi', Kabaya Foods mentions 'Salt Charge' and 'Cebon Star' as brands that also value 'emotional value'.