Orion's 'Taste of the Sun Ssun' Surpasses 60 Million Units in Cumulative Sales

[Asia Economy Reporter Lee Seon-ae] Orion announced on the 13th that its snack ‘Sun of the Sun’ (Sun) has surpassed 60 million cumulative sales since its re-release in April 2018. This means that every South Korean has eaten at least one pack, with monthly sales exceeding 3 billion KRW, achieving an average monthly revenue about 90% higher than before its discontinuation.

Sun has been well received by recreating the original taste and package design amid the recent rising Newtro trend, offering new fun to the 10-20 age group and nostalgia to the 30-40 age group. The active incorporation of consumers’ reproduction feedback during the initial re-release phase played a decisive role in increasing brand favorability and loyalty among young consumers familiar with social network service (SNS) communication culture. In May last year, Orion continued the Sun craze by launching ‘Sun Garlic Baguette Flavor,’ which realistically captures the addictive ‘sweet and salty’ taste and crispy texture of the popular garlic baguette snack loved by all ages.

Sun is a snack that harmonizes the savory taste of whole grains with a spicy umami flavor, characterized by thick seasoning seeping through its ridged shape and a crispy texture. Production was inevitably halted four years ago due to a factory fire that destroyed the production line, but thanks to strong consumer demand for its re-release, it was brought back. Sun was the first product made at the Orion-Nonghyup joint venture Miryang factory and contains domestically produced rice flour, which preserves its crispy texture.

An Orion official said, “Along with the Newtro craze, the consumer base is expanding as we have succeeded in attracting curiosity not only from middle-aged consumers who previously enjoyed Sun but also from younger consumers. We will continue to launch products reflecting the tastes and textures consumers want, becoming an even more competitive brand.”

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