Orion Rice Snacks Flying High in Vietnam... 10 Billion KRW Sales in Just 8 Months Since Launch

Capturing Vietnamese Consumers' Taste with a Differentiated Direct Flame Grilling Method

[Asia Economy Reporter Lee Seon-ae] Orion announced on the 7th that its rice snack ‘An’ (An, 安), developed by its Vietnam subsidiary and launched in April last year, has recorded cumulative sales of 10.6 billion KRW (local sales of 210 billion VND, 15.8 million packs) in just 8 months, creating a sensation in the local market.

This accounts for about 13% of the Vietnamese rice snack market share, achieving great success by quickly rising to the second place in the rice snack market immediately after its launch.

Orion has identified entry into the rice snack market as one of the new growth engines for its Vietnam subsidiary and has devoted two years to product research and development. In addition, great effort was made to find the rice, the main ingredient, to produce a differentiated product. While Southeast Asia mainly consumes jasmine rice varieties, ‘An’ carefully selects the Japonica variety, which has a soft texture rather than being hard, using fresh rice harvested within 6 months and milled within 1 month. In the manufacturing process, a unique method of roasting directly over fire was introduced to maximize the crispy texture and savory rice aroma. Offered in two flavors, Original and Seaweed, it has captured the taste buds of Vietnamese consumers and is receiving warm love since its launch.

Orion first stepped into Vietnam in 1995 by exporting Choco Pie and officially entered the market by establishing a production plant in Ho Chi Minh City in 2006. It has led the local confectionery market by gaining the love of Vietnamese consumers with various products such as snacks and biscuits, including Choco Pie, which has become a national snack even placed on ancestral rites tables. Especially last year, it expanded its market into new areas by launching rice snack An and mass-produced bread Cest Bon.

An Orion official said, “The rice snack ‘An,’ which embodies Orion’s confectionery know-how, is receiving great love in the rice snack market it first entered with differentiated product power,” adding, “We will increase market share in Vietnam and later export to neighboring Southeast Asian countries including Korea to develop it into a brand that continues to grow in the global market.”

This content was produced with the assistance of AI translation services.