卡巴亞食品舉辦粉絲限定秘密派對「Tough Gumi NIGHT」
卡巴亞食品為「Tough Gumi」粉絲舉辦了秘密派對。
📋 文章處理履歷
- 📰 發表: 2026年3月31日 02:30
- 🔍 收集: 2026年3月30日 21:46
- 🤖 AI分析完成: 2026年4月15日 10:40（收集後372小時54分鐘）
卡巴亞食品株式會社謹此宣布，於2026年3月26日（星期四）舉辦了由本公司在軟糖類別中的主力品牌「Tough Gumi」主辦的秘密派對「Tough Gumi NIGHT」。
「Tough Gumi NIGHT」是本公司以「Tough Gumi」品牌推動的粉絲行銷活動的首波企劃。「Tough Gumi」以及「鹽分補給」、「Cebon Star」等本公司品牌，不僅重視美味，更重視貼近顧客感受與體驗的「情感價值」。我們認為，對此「情感價值」的共鳴，能につながる品牌愛著與持續支持。
「Tough Gumi」正如其廣告詞「越嚼越美味，這彈力。」所表達的，其特徵是「口感Q彈、耐嚼」以及「酸味粉末的刺激」，帶來「令人忍不住想一直嚼下去的、令人上癮的美味」。
本公司目前正致力於擴展「Tough Gumi」品牌獨特的價值，不僅止於其美味，更關注食用「Tough Gumi」的場景，以及由此產生的行為與心情變化。特別是，我們正強化「圈內行銷」，將接觸點擴展到音樂、運動、娛樂、街頭文化、藝術等各種領域。
活動名稱中的「Tough Gumi Crew」（Tough Gumi-dan）是象徵著喜愛「Tough Gumi」、即使在失敗或逆境中也能積極前進的人們的稱呼。「Tough Gumi NIGHT」旨在成為一個讓活躍於各種文化圈（＝圈內）的「Tough Gumi」粉絲與來賓齊聚一堂，分享各自成為「Tough Gumi Crew」的理由，以及「Tough Gumi」的獨特魅力與吸引力之場所。
活動當天，我們提供來賓在會場入口拍攝的「正在嚼 Tough Gumi」的照片，並鼓勵他們利用這些照片在社群媒體上分享派對的様子以及各自對「Tough Gumi」的喜愛。
本公司今後也將持續努力，透過最大化本公司品牌所擁有的美味與「情感價值」，來打造能被眾多顧客與粉絲長久喜愛的品牌與產品。
＜「Tough Gumi Crew」當天的社群媒體投稿範例＞
常見問題
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'.