Amai Hiko

Amai Hiko

Ramos, Kris

Amai Hiko is an online candy company based in Tokyo, introducing people to the traditional sweets and flavors of Japan. It offers an assortment of treats to choose from, as well as monthly subscription boxes with hand-picked sweets that are mailed straight to the customer’s doorstep. Customers can join a monthly subscription that delivers packages filled to the brim with handpicked treats. Amai Hiko prioritizes three main values to appeal to the right customers that match the interest and personality of its delectable products: nostalgia, curiosity, and passion. “Amai Hiko” directly translates to “Sweet Flight,” highlighting the brand’s main goal of sharing goods to overseas countries where “the sky’s the limit.” This slogan is accompanied by the brand’s bird mascot Toki-san, named after the Japanese crested ibis (which translates to “toki”). Toki-san is the main mascot and “deliveryman” of Amai Hiko, representing the brand’s playfulness and wide-ranging delivery through flight. Inspired by the vibrant pop culture and iconic characters of Japan, Amai Hiko is designed to celebrate and share the mainstream styles of Japanese products and aesthetics. Through research and observation of competing candy brands, Amai Hiko is created with the goal of sharing culture and food across the globe through a vibrant, engaging platform that appeals to all ages.

2026