Peko-chan is the mascot character of Fujiya.

Fujiya is known as a major confectionery producer in Japan, offering various sweets both in physical stores and elsewhere.
Peko-chan is that mascot character of Fujiya, depicted on various confections released by Fujiya.

Peko-chan was born in 1950.
The charm point is the tongue sticking out on the cheek. While there is no set direction for the tongue on the sweets, the mascots placed in front of stores always have the tongue sticking out on the right cheek side (left side when facing it).

In fact, officially, there is a full lineup including a boyfriend, a beloved puppy, and even a rival character, with various products being developed in conjunction.