Japan has many food holidays on specific numbers such as Strawberry Day (January 5th), or ichi go, which means “strawberry”, and  Veggie Day (August 31st), or ya sa i, which means “vegetable” in Japanese.  One food holiday that uses dates with a special meaning is November 11th’s Pocky Day. November 11th, which is 11-11, looks like a pack of the chocolate-coated biscuit sticks. Glico and their amazing marketing team put together a commercial just for this sticky snack.

This year’s commercial idol is Gantz live action star and ARASHI boy bander Kazunari Ninomiya. In the commercials, he plays a “demon of sorrow” while holding his precious Pocky.

I love how Kazunari screams, “Help me!” at the end of this commercial. Dude, you’re a demon. Even you’re sad, stop tearing up my neighborhood!

Anyways, how can you celebrate this fun and simple holiday? You can buy Pocky or try the Pocky Game Challenge.