Orion 'Choco Pie Jeong' Targets Global MZ Generation with Winter Limited Edition

[Asia Economy Reporter Lee Seon-ae] Orion announced on the 7th that it is actively capturing the attention of the ‘MZ (Millennial + Generation Z)’ generation, who seek freshness and fun, by introducing various concept winter limited-edition Choco Pies in Korea, China, and Vietnam.

In Korea, last month, Orion launched the winter limited-edition ‘Choco Pie 情 Happy Berry Chocolat’ for the first time since the original Choco Pie was released in 1974. It is a trendy reinterpretation of Choco Pie as a holiday cake concept for the year-end and New Year season. Catering to the MZ generation’s tendency to seek uniqueness even in single consumption, unlike the existing Choco Pie, this version features marshmallows filled with chocolate berry syrup inside a chocolat cake, creating a distinctive flavor. The burgundy-colored chocolat cake and the visually appetizing chocolate berry syrup melting richly have attracted high interest from young people who enjoy social media (SNS) certification culture, and currently, all produced units are shipped immediately upon production. Interest in the limited-edition Choco Pie is rising, with inquiries about sales locations continuing on some online communities.

In China, the Lunar New Year limited-edition Choco Pie ‘Open and Fortune Comes’ (local name ‘Kai Hao Yun Hao Yun Lai’ ?好? 好??) has been released and is receiving favorable reviews. When opening the individually wrapped packaging, which contains 12 New Year wishes such as ‘Will I escape being single?’, ‘Will I become rich?’, and ‘Will I succeed in dieting?’, consumers can find witty answers like ‘Yes’, ‘Maybe’, and ‘It’s a dream’ on the Choco Pie. This limited-edition Choco Pie, infused with a novel idea, provides consumers with a new play culture and attracts the attention of the MZ generation, who have a strong ‘fun-sumer’ tendency. Chinese netizens are voluntarily sharing their fortunes along with photos of the limited-edition Choco Pie on SNS.

In Vietnam, inspired by the local custom of decorating with pink peach blossoms while waiting for spring during the Lunar New Year season, Orion released the ‘Choco Pie Peach Flavor’ as a Lunar New Year limited edition. After confirming the success potential of seasonal limited products with the complete sell-out of last year’s spring limited-edition ‘Choco Pie Peach Flavor,’ it was re-released to match the winter season. The ‘Choco Pie Peach Flavor’ is popular among young people who value visuals, featuring a refreshing peach taste and a bright design emphasizing pink cherry blossoms. Riding on this success, Orion plans to continue introducing various seasonal limited editions that appeal to the local young target audience.

Orion Choco Pie continues to make new attempts in line with rapidly changing consumer trends. In 2016, for the first time in 42 years since its launch, it released the sister product ‘Banana Choco Pie 情,’ sparking a banana craze in the food industry. Since 2017, the spring limited-edition series introduced in Korea has achieved four consecutive years of sell-outs, and this year, Orion is expanding its seasonal limited editions by launching a winter limited edition. Moreover, in overseas markets such as China and Vietnam, Orion is upgrading its global pie road by developing various flavors and colors of Choco Pie that reflect local cultures and tastes, offering a total of 19 types of Choco Pies.

An Orion official said, “Limited-edition Choco Pies that can only be enjoyed in one season are gaining popularity among MZ generations in various countries who pursue unique experiences and are sensitive to trends,” adding, “As we continuously plan various limited editions according to seasons and occasions, you can look forward to more unique transformations of Choco Pie.”

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