Snickers launches ‘HUNGRY PANIC’ mobile game with Mandii Sekiguchi

Mars Japan Limited has launched a promotional campaign for Snickers featuring a new smartphone web browser game titled ‘HUNGRY PANIC’. The campaign, which runs from September 28 to November 30, 2026, is a collaboration with artist and actor Mandii Sekiguchi.

In the game, players act as a manager attempting to restore Sekiguchi to his normal state after he transforms into a ‘Hendee’ due to hunger. Instead of traditional combat, the game utilizes a ‘First Person Snickers’ (FPS) mechanic where players feed Snickers chocolate bars to the character to resolve the crisis. The game consists of three increasingly difficult stages: a training gym, a food reporting studio, and a mental ‘stomach world’.

To participate, customers must purchase specific Snickers products—Peanuts Single or Half Sugar Almond—and scan the packaging via a dedicated website. The campaign also includes gameplay commentary and interview videos featuring Sekiguchi on his official YouTube channel.