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Tohato Inc.
Native name
Japanese name
Revised HepburnKabushiki-gaisha Tōhato

Tohato Inc. (株式会社東ハト, Kabushiki-gaisha Tōhato) is a Japanese food company that specializes in snack food.[1] They are known for their variety of the caramel corn snack, manufactured since 1971.[2][3][4][5]

Company history[edit]

In March 2003, Tohato applied for court protection from creditors after the failed operation of a golf course started during the asset-inflated bubble period. Following that, Unison Capital and Bandai acquired Tohato's confectionary business and set up a new company under the name of Tohato to turn its operations around.[5]


Tohato launched two new snacks brands, "Tyrant Habanero Burning Hell Hot" and "Satan Jorquia Bazooka Deadly Hot" in 2007 in an engagement marketing campaign, by combining multiplayer online gaming with advertising on a mobile phone. Customers were encouraged to join nightly battles at 4AM in a virtual game, on behalf of either snack brand, to determine the winner of the "World's Worst War". The campaign was designed by Japanese ad agency Hakuhodo and won the Yellow Pencil award at the annual D&AD advertising awards ceremony where mobile ads were recognized for the first time in May 2008.[6]



  1. ^ "Company Overview of Tohato Inc". Bloomberg. Retrieved August 18, 2016.
  2. ^ Choi, Mary H.K. (7 December 2009). "Gluttony, with Mary HK Choi: Tohato Caramel Corn". The Awl. Retrieved 14 December 2019.
  3. ^ "Snacking through Japan: Tohato Caramel Corn". Tokyo Creative. Retrieved 14 December 2019.
  4. ^ Dulik, Gracie. "Japanese Snacks: Tohato's Caramel Corn, a Different Kind of Caramel Corn". Serious Eats. Retrieved 14 December 2019.
  5. ^ a b "Yamazaki Baking to acquire over 60% stake in Tohato". The Japan Times. 6 July 2006. Retrieved 14 December 2019.
  6. ^ Snow, Jean. "Snack Armies Wage War in Mobile Game". Wired. Retrieved August 18, 2016.
  7. ^ "レーズン・マンゴー・クランベリー・パイン入りの「オールレーズングラノーラ」を食べてみた". 17 September 2013.
  8. ^
  9. ^ "Snacktion: Tohato's Caramel Corn".
  10. ^ "Just Open: Eat Asia at Daiso, Sydney CBD". 16 November 2015.
  11. ^ "Dessert Recipes".
  12. ^ "ふわっと消える「忍者スナック ふわ丸」を食べてみたでござるの巻". 10 March 2008.
  13. ^ "スイートポテト風味の薄焼きビスケット 東ハト". 28 July 2016.
  14. ^ "「ポテコ しおバター味」発売(東ハト)".
  15. ^ "「チョコビ」かじって「噛まれたら負け」のゲーム バンダイ". 2 November 2007.

External links[edit]