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