[National Brand] A Last-Minute Name Change Turns Out a Big Hit... The Twist of 'Jjoripong'

The Original K-Cereal Snack
2.07 Billion Packs Sold Over 51 Years
Average of 40 Packs Consumed Per Person

The original name of Crown Confectionery's representative snack 'Jolly Pong' was 'Joy Pong.' After completing product development, the name combined the English word for joy, 'Joy,' with the 'pong' sound made when puffing wheat rice, the product's main ingredient, with the intention of "bringing great joy to the nation." However, during the trademark registration process, it was discovered that the same name was already taken.

Jolly Pong Photo by Crown Confectionery

Since all preparations for the launch were complete and they were about to start printing the packaging, they hurriedly searched for another name. The product name 'Jolly Pong' was created under this tight deadline. Although it was a substitute name, there was a twist. The English word 'Jolly,' inspired by the pronunciation 'Jori,' carries a broader positive message meaning 'happy,' 'cheerful,' and 'joyful.'

Jolly Pong was developed by Yoon Young-dal, chairman of Crown Haitai Holdings, who decided to create the product after observing locals in the United States enjoying cereal as a substitute for breakfast during his studies there in 1967. Applying the principle of puffed rice, he decided to make a snack similar to cereal using grains, purchased machinery, and directly puffed grains available domestically. After six months of research, it was concluded that wheat rice was the most suitable, being rich in nutrients and offering good taste, texture, and satiety. The shape of Jolly Pong was completed by developing a syrup that could maintain the slightly bitter taste of puffed wheat rice and coating it on the surface.

Jolly Pong, which goes well with milk, is the original 'K-cereal snack.' Since its launch in 1972, it began gaining popularity mainly among U.S. military personnel stationed in Yongsan, Seoul, and their families. This was because Jolly Pong was priced at about one-quarter of imported cereals from the U.S. and word spread that it was sufficient for use as cereal. Subsequently, domestic consumers, who had shown relatively less interest, also began seeking the product, and Jolly Pong's sales steadily increased.

In September 2016, Crown Confectionery launched the 'Hope Snack Project,' the first in the food industry to include missing children information on its products, selecting the well-known and widely favored Jolly Pong as the first product. In fact, there was a case where a family separated for 52 years was reunited through information printed on Jolly Pong.

Over 51 years since its launch, Jolly Pong has been loved as a national brand, with cumulative sales reaching approximately 2.07 billion bags. On average, each citizen has eaten more than 40 bags. If all the products sold were lined up, they would circle the Earth, which has a circumference of 40,000 km, 12.4 times.