Jenny Snacks 'Air Baked' Goes Overseas... Lotte Confectionery Begins Full-Scale Export

[Asia Economy Reporter Lee Seon-ae] Lotte Confectionery has begun full-scale overseas exports of ‘Air Baked’.

Since its launch in June, ‘Air Baked’ has received active supply requests from overseas buyers. The influence of Hallyu star Jennie, the advertising model for ‘Air Baked,’ was significant. Jennie’s ‘Air Baked’ commercial video has surpassed 14 million views to date, and it can be seen that numerous overseas fans have left comments on the video. In some online markets, overseas consumers have even engaged in ‘reverse direct purchasing’ due to the strong overseas response to ‘Air Baked.’

Accordingly, Lotte Confectionery plans to expand exports of ‘Air Baked’ in earnest starting in July. So far, exports have been made to places such as Hong Kong and Guam, and the company intends to quickly apply packaging and formulations tailored to each country to expand shipments to China, the United States, and other regions.

‘Air Baked’ is a snack brand baked with hot air in a specially made oven without frying, and it includes two types: potato chips and pop chips. ‘Air Baked’ is praised for its light and clean taste without oiliness and its crispy texture. Also, since it is not fried in oil, its fat content is more than 60% lower compared to regular snacks. Receiving favorable reviews as a delicious snack that considers health, ‘Air Baked’ has gained popularity, selling 2.5 billion KRW worth within just one month of its launch.

One of the secrets to the popularity of ‘Air Baked’ is its big model strategy. Lotte Confectionery selected Jennie of BLACKPINK, considered one of the top stars of the time, as the model and prominently featured her to raise awareness of the new product. The fact that it is a new snack not previously available in the market, combined with Jennie’s confident yet fresh image, has created a synergy effect.

Meanwhile, Lotte Confectionery plans to continuously strengthen marketing related to ‘Air Baked’ and develop it into a mega brand comparable to Kkokkalcorn, the number one snack in Korea. Lotte Confectionery expects ‘Air Baked’ to bring a new breeze to the domestic snack market.

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