TOKACHIKARA, JALUX's original sweets brand showcasing the charm of Hokkaido's Tokachi region, is set to unveil a comprehensive renewal on January 15th. The rebrand centers on the theme of communicating Tokachi's natural bounty in a more accessible and appealing way, featuring refreshed packaging designs and improved flavors and textures for select products.
Three years after the brand's 2022 launch, this renewal aims to help customers experience the rich blessings nurtured by Tokachi's vast land and the region's unique appeal through both design and taste enhancements. The brand website has also been redesigned to accompany the renewal, with TOKACHIKARA aspiring to become a beloved staple among Hokkaido souvenir brands.
TOKACHIKARA Brand Website: https://www.tokachikara.com
Renewal Highlight 1: Approachable Design with Clear Skies and Tokachi Animals
The product packaging and shopping bags now feature vibrant colors evoking the cloudless blue sky and expansive land of "Tokachi Hare" (*1) (famous Tokachi clear weather), with adorable animal characters associated with the Tokachi region. This friendly design invites people of all ages to pick up the products. Each product features different animal characters, with a polar bear depicted on the flagship product "Tokachi Corn Sandwich" and an Ezo squirrel on "Tokachi Caramel Potato."
*1: Food Valley Tokachi Website: https://www.foodvalley-tokachi.com/?page_id=6990
Renewal Highlight 2: Enhanced Corn Sandwich with 27% More Tokachi Corn
For this renewal marking three years since the brand's launch, the flagship product "Tokachi Corn Sandwich" has been reformulated with an unwavering commitment to the natural appeal and deliciousness of Tokachi ingredients. To further enhance the flavor and texture of the ingredients, the amount of Tokachi corn kernels in the moist cake has been increased by 27% compared to the previous recipe, adding a pleasant granular texture. Additionally, the cake now features a corn-colored, corn-flavored coating that evokes the appearance of corn itself. Both the taste and appearance now deliver an even more pronounced "corn experience."
Product Lineup
TOKACHIKARA Tokachi Corn Sandwich
Price: 1,350 yen (tax included) per box of 4
A soft cookie sandwich filled with moist cake made with Tokachi corn kernels, finished with a corn-flavored coating. Enjoy the rich harmony of the crispy cookie texture and the accent of granular corn in this elegantly sweet cake.
TOKACHIKARA Tokachi Caramel Potato
Price: 1,188 yen (tax included) per box of 6 bags
Tokachi potatoes fried crispy using vacuum frying method and coated with caramel. The result is a light, crispy, and crunchy texture. A sweet and crispy snack that offers a new delicious potato experience.
Sales Locations
- JAL PLAZA at New Chitose Airport, Obihiro Airport, Asahikawa Airport, Kushiro Airport, Memanbetsu Airport, and Hakodate Airport
- Tokachi Toteppo Kobo (Obihiro City, Hokkaido)
- JAL PLAZA FLIGHT SHOP at Haneda Airport
- Tourist souvenir shops throughout Hokkaido
*Note: Some stores will transition to the new packaging products as old stock is depleted.
About TOKACHIKARA, JALUX's Original Sweets Brand
TOKACHIKARA was launched in 2021 as JALUX's original sweets brand, transforming the "gifts of nature = power (chikara)" from Tokachi's land into attractive food products with gratitude and passion, delivering them "from Tokachi." Since then, the brand has released original sweets using Tokachi corn, potatoes, and other local ingredients, promoting the charm of Tokachi. Moving forward, TOKACHIKARA will continue to spread awareness of the high-quality, delicious ingredients and foods unique to Tokachi.
TOKACHIKARA LINE Official Account: https://lin.ee/InltmNG
The Partnership Between Tokachi and JALUX
In 2021, JALUX entered into a comprehensive partnership agreement with the Food Valley Tokachi Promotion Council and JAL (*1). In February 2022, JALUX formed a strategic business partnership with Tokachi supplier Yamamoto Tadanobu Shoten (*2), launching the TOKACHIKARA original sweets brand from Tokachi in April of the same year. Going forward, JALUX will continue collaborating with partners to expand its food product lineup utilizing the high-quality ingredients nurtured by Tokachi's rich land.
*1: October 4, 2021 Press Release: "Food Valley Tokachi Promotion Council, JAL, and JALUX Sign Comprehensive Partnership Agreement"
https://www.jalux.com/news/2021/-jaljalux.html
*2: February 1, 2022 Press Release: "Hokkaido Tokachi's Yamamoto Tadanobu Shoten and JALUX Form Strategic Business Partnership"
https://www.jalux.com/news/2022/yamachu-tokachi-jalux.html
Under the corporate philosophy of "Partner in Creating Happiness – Bringing Greater Richness and Brilliance to People, Society, and the Environment," JALUX, the trading company of the JAL Group, will continue to propose products that enrich your life.
