Orion's 'Taste of the Sun Ssun', Reaches 100 Million Units Sold in 3 Years Since Relaunch

[Asia Economy Reporter Seungjin Lee] Orion announced on the 17th that "Taeyang-ui Mat Sun" (hereafter Sun) has surpassed 100 million units in cumulative sales just over three years after its re-release. This means it was sold at a rate of one unit per second, with sales revenue reaching 94 billion KRW.

Sun's production was inevitably halted in 2016 due to a factory fire that destroyed the production line, but thanks to strong consumer demand for its re-release, it was brought back in April 2018. As a product re-launched at consumers' request, it created a significant buzz from the start among the 20s and 30s generation, who are familiar with social networking service (SNS) communication culture, gaining high popularity.

Last year, amid a significant increase in home drinking due to COVID-19, Sun attracted attention as a "snack for anju" (side dishes for alcohol), achieving monthly sales exceeding 3 billion KRW, about 36% higher than the average monthly sales before its discontinuation. When it was re-released in 2018, it sparked great interest and led the retro trend in the confectionery industry by faithfully reproducing the original taste and package design.

Starting with Sun, Orion has actively responded to consumer requests for re-releases by bringing back products like "Chicken Pop" and "Baebae." Orion explained that these products have been well received by both the 10s and 20s generations with new fun experiences and the 30s and 40s generations with nostalgia.

Recently, Orion re-released "Wakle," which had been loved for its crispy texture and sweet-salty (danjjan) flavor, after 15 years. The decision to re-release was made after more than 150 consumer requests flooded Orion’s official website, SNS, and customer center just last year.

An Orion official said, "Since the re-release, it has gained great popularity not only among middle-aged consumers who used to enjoy Sun but also among younger consumers," adding, "Upgrading the taste during the re-release seems to be the secret to its popularity."