Orion's 'Choco Pie Jeong' Soars Overseas... Annual Sales Reach Record High of 500 Billion Won

[Asia Economy Reporter Song Seung-yoon] Orion announced on the 16th that the overseas annual sales of ‘Choco Pie Jeong’ in 2021 surpassed 500 billion KRW, marking an all-time high.

In China, Choco Pie Strawberry grew by 58% compared to the previous year, gaining great popularity, and both Chal Choco Pie and Choco Pie Banana also received favorable reviews, exceeding 200 billion KRW in annual sales for the second consecutive year. It also secured first place in the ‘China Brand Power Index’ (C-BPI) pie category for six consecutive years.

In Vietnam, Choco Pie sales grew by 20% year-on-year, surpassing 100 billion KRW in annual sales for the first time in 16 years of local production. The popularity of existing products such as Original and Dark continued steadily, and strategies targeting the younger generation with seasonal limited edition products like Peach and Yogurt also proved effective.

In Russia, sales grew by as much as 33% compared to the previous year. Based on the Russian food culture of enjoying tea and cake together, since 2019, Orion has continuously introduced products using jams familiar to local consumers such as cherry, raspberry, and blackcurrant, successfully establishing a multi-product system. Currently, Orion produces and sells the largest variety of 12 types of Choco Pie among its corporations in Russia. The new factory under construction in Tver Oblast is expected to be completed in the first half of this year, and with the expansion of supply, this growth rate is anticipated to increase further.

An Orion official said, “On the solid foundation of the original product, with continuous transformation and new attempts, Choco Pie is experiencing its second global heyday,” adding, “We will focus on Orion’s differentiated product research and development and new market development capabilities to continue our reputation as a global brand.”

Meanwhile, Choco Pie, first introduced in 1974, began its overseas expansion in earnest by establishing a local production plant in China in 1997 based on its domestic success. Since then, it has actively targeted the global market by consecutively building factories in Vietnam, Russia, and India. Since the launch of the global research institute in 2017, it has integrated the R&D capabilities of each corporation to develop new flavors of Choco Pie tailored to the consumers and market characteristics of each country every year. Currently, a total of 26 types of Choco Pie are sold in more than 60 countries worldwide.

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