Square Enix, Pocky maker Ezaki Glico, and Family Mart are working together on a Lightning Returns: Final Fantasy XIII campaign. If you purchase two participating Glico products at Family Mart you can get one of these Final Fantasy XIII cards.
Altogether, there are ten cards to collect, which are actually a tie up with another Square Enix game, Pictologica Final Fantasy. The cards have item codes for the picross Final Fantasy spinoff. Not quite Lightning Pocky, but pretty close.
Lightning Returns: Final Fantasy XIII comes out on November 21 in Japan.