Orion Yangsan Bread 'Ssebbong' Gains Popularity in Vietnam... Surpasses 35 Million Units Sold in One Year

Orion Yangsan Bread 'Ssebbong' Local Sales Image

[Asia Economy Reporter Choi Saeng-hye] Orion announced on the 12th that its mass-produced bread "Ssebbong," launched in Vietnam last May, has successfully captured the breakfast replacement market, surpassing 35 million units in cumulative sales per piece, gaining popularity locally. This means one out of every three Vietnamese people has tried it.

Orion focused on the rapidly increasing demand from local consumers seeking convenient and healthy breakfast alternatives. In particular, noting the tendency to simply have bread for breakfast, they dedicated a year to researching and developing mass-produced bread that satisfies both taste and nutrition.

Named "Ssebbong," which means "delicious" in French, it was inspired by the Vietnamese favorite "Banh Mi Cha Bong," with dried pork topping on bread. Unlike typical sweet breads, it features a sweet yet savory flavor. Chicken was added to supplement protein, enhancing not only the nutritional content but also the chewy texture. A transparent package was applied to emphasize bakery-style freshness.

Ssebbong quickly settled in the market upon release, receiving favorable reviews from locals for its unprecedented taste and texture. Especially in March, as more consumers stayed home due to COVID-19 and sought to prepare meals at home, Ssebbong's sales grew sharply by more than 50% compared to the previous month. With the rapid urbanization of the Vietnamese market and the increase in dual-income couples, demand for Ssebbong, which offers an easy meal solution, exploded, leading to the expansion of the production line at the Hanoi factory last month. Additionally, a new sausage flavor was introduced to broaden consumer choices.

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. Along with Choco Pie, which has become a national snack, and "O'star" (Poca Chips), they are pioneering new markets with new growth engines such as the rice snack "An" launched last year and the mass-produced bread Ssebbong.

An Orion official said, "Since Vietnam has a high proportion of young people who seek convenience, we expect the demand for Ssebbong, which combines taste, nutrition, and convenience, to increase further," adding, "We plan to secure momentum for continuous growth by strengthening the Ssebbong brand lineup and pioneering the breakfast replacement market."

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