[National Brand] Since When Did Choco Pie Become a Symbol of 'Jeong'?

Got the idea in a cafeteria in 1974
Differentiated by adding 'Jeong' amid flood of competitors
Active overseas expansion in China, Vietnam, Russia, etc.

If you are a citizen of the Republic of Korea, you might have at least once gathered in groups of three or five at the military or school to eat Choco Pie. Choco Pie is more than just a simple snack; it is a unique 'national snack' remembered as a warm memory of sharing 'jeong (情)'?a deep affection?with friends, colleagues, and neighbors.

The establishment of Choco Pie as a symbol of 'jeong' dates back to the 1970s. In the early 1970s, employees of Orion (then Dongyang Confectionery) research institute, who were touring advanced countries like the United States under the auspices of the Korea Food Industry Association, were shocked when they tasted a chocolate-coated snack served with milk at a cafeteria. They discovered that the sweetness of chocolate combined with the softness of milk enhanced the moistness of the chocolate snack. After about two years of repeated experiments, Orion developed the moist Choco Pie in April 1974, which had never been released in Korea before. This was the moment the current Choco Pie was born.

Orion Choco Pie Jeong
[Photo by Orion]

However, it soon faced challenges. As Choco Pie gained popularity, numerous products imitating its shape and taste flooded the market. In response, Orion devised a strategy to differentiate by associating Choco Pie with the uniquely Korean sentiment of 'jeong.' They emphasized that Choco Pie was not just a simple snack but a medium for sharing warm affection among neighbors. The famous commercial song starting with "You know even if I don’t say it~" and various 'jeong' marketing campaigns became hits, elevating Choco Pie to the status of a national snack.

Efforts to internationalize the uniquely Korean sentiment of jeong were also not neglected. Noting that just as Korea has jeong, China has the sentiment of 'ren (仁),' Orion launched 'ren marketing' in China from 2008 and achieved success. Last year, Choco Pie sales in China reached about 239 billion KRW, three times the domestic sales of 83 billion KRW. Moreover, Choco Pie has expanded to 60 countries worldwide, including Vietnam, Russia, and India, loved through flavors and marketing tailored to each country. As of last year, domestic Choco Pie sales reached 2.25 trillion KRW. Despite countless competitors, it remains an unshakable, genuine national brand.