For the first time, HI-CHEW fans have the opportunity to represent the candy brand's personality through fun and fashionable items.

HI-CHEW's Sweet & Sour Watermelon flavor is now available in a new format: the go-anywhere 10-piece stick.

Over the last decade, Morinaga America has strived to carve out a place in the U.S. confectionery market for its fruity, chewy HI-CHEW brand. But where exactly it fits within the market is not easy to describe. 

The results are in: Voters in Morinaga America’s East Meets West Flavor Challenge have decided to make Dragon Fruit the newest HI-CHEW flavor in the United States.

Through its newest campaign — the East Meets West Flavor Challenge — Morinaga America will bring a little bit of Japan to the United States to mark its 10-year anniversary here.