USA – HI-CHEW, the fruity-flavoured candy brand from Morinaga & Company, has returned to Fortnite Creative Islands by Epic Games for the third year in a row, unveiling a new collaboration that features branded mini-games and exclusive in-game rewards.
Powered by Super League, the limited-time activation introduces the HI-CHEW universe in Fortnite with new visuals, in-game challenges, and the return of mascot Chewbie.
Running through September 14, players can access the Chewbie-Dome, a hub located on Fortnite’s Minigame Box PVP Island, to take part in three custom mini-games: HI-CHEW Climbers, HI-CHEW Chewlet Grabbers, and HI-CHEW Block Drop. Each challenge is guided by Chewbie and offers players the chance to collect HI-CHEW Coins and unlock rewards.
HI-CHEW has also adapted two existing mini-games with branded twists: Chewbie Says Go! —a variation of Red Light, Green Light—and HI-CHEW Pillars, where players compete on floating platforms to be the last one standing.
This year’s edition adds a game-wide quest system, giving players collectible items for completing challenges, locating hidden containers, or exploring the map. These unlockables provide a way for fans to showcase their HI-CHEW engagement in-game.
Matt Edelman, CEO and president at Super League, said, “HI-CHEW continues to raise the bar for how brands show up in games. Once again, they are proving what can be accomplished by embracing playability. From creator-built maps to unlockable rewards, this year’s program is perfectly designed to drive deep engagement and spark cultural moments. We’re proud to be the partner helping HI-CHEW lead the way in the evolution of playable media.”
In addition, HI-CHEW organised a creator competition within the Fortnite community, inviting map makers to design their own HI-CHEW experiences. Three winners, selected by creators and influencers Birdo, Dagwummy, and ChitaZ, received support to develop their maps, which will remain available on the Fortnite platform beyond the campaign period. The initiative marks the first time a brand has led a creator competition in Fortnite.
The collaboration, executed with media agency Carmichael Lynch, aims to drive interaction among players, influencers, and creators while strengthening HI-CHEW’s presence in gaming spaces.
As part of the campaign, HI-CHEW has also launched an unlockable site, where participants can complete up to 12 in-game and social media challenges over 16 weeks to earn points. These can be redeemed for raffle entries with both digital rewards and physical prizes, including limited-edition merchandise, candy, and discount codes.
“Our Fortnite integrations continue to open new doors for fan connection. We are thrilled to work with the Super League team once again to bring HI-CHEW to our growing fanbase in the gaming community,” said Teruhiro Kawabe (Terry), chief representative for the USA & president and CEO of Morinaga America, Inc.
“HI-CHEW is all about creating shareable, joyful moments, and this year’s in-game experience demonstrates that same spirit. Our partnership with Fortnite Creative developers allows us to show up in a way that’s playful and unexpectedly fun. We’re proud to keep building connections with fans through different and meaningful ways, meeting them where they are and creating experiences that go beyond the candy aisle,” he added.
