Events

Past Event

How HI-CHEW Successfully Localized a Global Brand in the U.S.

April 10, 2025
12:50 PM - 1:50 PM
America/New_York
Columbia Business School, David Geffen Hall, 645 West 130th Street, New York, NY 10027 Room 590

How HI-CHEW Successfully Localized a Global Brand in the U.S. With Fun and Innovation

Thursday, April 10, 2025 | 12:50 – 1:50 PM (Lunch will be provided) 
Room 590, Geffen Hall, Columbia Business School (map)
(645 West 130th Street, New York, NY 10027)

Featuring:

Teruhiro Kawabe

Chief Representative for the USA; President; CEO, Morinaga America Inc. 

Moderator:

Dr. Yumiko Shimabukuro

Faculty, School of International and Public Affairs, Columbia University; Co-Founder, Japanese Management Leadership Program, CJEB

What you'll learn: 

  • The history of HI-CHEW and other Morinaga America products in the U.S.
  • Distribution efforts to bring Japanese candies to the global marketplace
  • Morinaga's transcultural marketing efforts
  • How flavor and fun can be used to globalize a brand

Contact Information

Center on Japanese Economy and Business
[email protected]