Orion 'My Gummy' Launches Full-Scale Entry into Vietnam Jelly Market

Orion's 'My Gummy' product sold under the name 'Boom Jelly' in Vietnam (Photo by Orion)

[Asia Economy Reporter Seungjin Lee] Orion’s ‘My Gummy’ (local name Boom Jelly) announced on the 13th that it has started local production in Vietnam and will actively target the Vietnamese jelly market.

My Gummy, which began exporting from Korea to Vietnam in 2019, was initially sold mainly in large supermarkets in major cities with higher income levels. Capturing the taste buds of Vietnamese children with its unique sweet and sour flavor, sales within large supermarkets have risen to levels comparable to the company’s existing popular snacks such as ‘Tunis’ and ‘Whale Snack’.

In response to enthusiastic consumer reactions, Orion decided to establish a jelly production line at its Ho Chi Minh factory. By producing My Gummy directly in Vietnam, the company can quickly respond to local demand and better meet consumer needs. Based on differentiated jelly research and development expertise, Orion ensured that the jelly maintains excellent taste and quality without melting even in Vietnam’s year-round hot weather.

The local name of My Gummy, ‘Boom Jelly,’ carries the meaning of a “sweet and sour enjoyable taste that bursts like a bomb in the mouth.” To create a sense of familiarity for children, the product features a polar bear character, a favorite animal. Although Orion’s main products in Vietnam have been pies and potato snacks, the company plans to expand its share in the local confectionery market by pioneering the jelly category. With Vietnam’s high birth rate and the growing jelly market, there is great potential in the children’s snack market, and high popularity for My Gummy is expected.

Orion has been actively targeting the overseas jelly market, entering the Chinese market under the local name ‘Guozi Guozi’ since 2018.

An Orion official said, “Jelly is a representative advanced-country snack, and with the recent increase in income levels in Vietnam, the jelly market is rapidly growing. By establishing a local jelly production line, we aim to secure the jelly market and develop the jelly category as a new growth engine following pies and snacks.”

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