If you've ever cruised the candy aisle at a convenience store or supermarket, chances are you've spotted Morinaga Seika's "Morinaga Ramune Candy." This iconic treat, famously dubbed "ramune soda you can eat," boasts a history spanning over five decades.
But here's the kicker: thanks to a savvy shift in its target audience, this Japanese national snack-level evergreen has seen its sales volume in Japan skyrocket by nearly five times in 2025 compared to 2018! So, what's the secret behind this half-century-old candy suddenly becoming hotter than ever?
Morinaga Ramune Candy first hit shelves in March 1973, perfectly embodying its "edible ramune" concept with its distinctive soda bottle shape. Affordable and delicious, it quickly became a go-to snack for people across Japan.
Fast forward to the 2010s, and things started to get interesting. People began to notice that "glucose seemed pretty good to munch on while drinking," unexpectedly boosting purchases among men. Then, media outlets started hyping it as "super effective for boosting concentration." Given that Morinaga Ramune Candy is 90% glucose, it quickly became the snack of choice for anyone needing a mental pick-me-up.
Post-2017, Morinaga went all-in, explicitly labeling "Glucose 90%" on its packaging and even dropping a larger-sized version. To cater to adults, the classic bottle gave way to a convenient resealable pouch – easy to carry and no annoying rattling in your bag! Its placement also shifted from the kids' snack section to mingle with gummies and other candies. This timing was perfect, as the gummy market exploded around 2020, kicking off a massive sales boom for Ramune Candy.
As the "glucose = concentration" buzz naturally spread through media and social channels, Morinaga began exploring various situational appeals – think snacking while gaming, studying, or working.
Even when the overall candy market dipped during the pandemic, Morinaga Ramune Candy's sales held strong. With the rise of remote work, adult education, and an increase in junior high school exam takers, Morinaga shrewdly identified a growing demand for "concentration-boosting" solutions. So, starting in 2022, they streamlined their message into one powerful slogan: "Need to focus? Grab a Ramune Candy!" and strategically positioned "students" as the ultimate symbol of concentration.
▼ Since then, Ramune Candy has consistently rolled out marketing campaigns designed to cheer on students during exam season.
In January 2025, they even launched a show-stopping "Ramune Pixel Art" outdoor advertisement, meticulously crafted from nearly 39,000 Ramune candies to depict students diligently studying – talk about a conversation starter! That month, sales of the "large-sized Ramune Candy" surged to 115% of the previous year's figures.
According to a survey by a Japanese market research firm, Morinaga Ramune Candy even snagged the top spot as the "most frequently consumed snack by university students," officially cementing its status as a must-have for exam season.
Originally, Ramune Candy was a summer superstar, but with exam season hitting hard in January, it now enjoys two annual sales peaks: summer *and* exam season. Talk about a complete rewrite of its product lifecycle!
Netizens are buzzing, declaring Ramune Candy the ultimate "concentration booster." It's not just students; it's a hit in workplaces too, with many munching on it during office hours. By cleverly tapping into current trends and leveraging the trust built by a long-standing brand, Morinaga Seika's Ramune Candy continues to evolve. In the future, it might just become *the* go-to snack whenever you need to "get your head in the game," not just for exams.
via： ITmedia