50th Anniversary of Choco Pie... Capturing Customers' Memories

Orion Invites Stories About Choco Pie
30 Grand Prize Winners Selected, Printed on Special Packages
Also Giving Away Extra-Large Choco Pie Packages

Orion announced on the 9th that it will hold the ‘My Jeong (情) Story’ event, inviting people to share memories related to ‘Choco Pie Jeong (情)’ until the 25th of next month and incorporate them into the product. This is a consumer communication campaign celebrating the 50th anniversary of Choco Pie’s launch.

Among the submissions, 30 touching and entertaining stories will be selected for the grand prize, and the winning entries will be printed with the submitters’ names on a special 50th-anniversary commemorative package, which will be sold nationwide through distribution channels until the end of August. The stories will be engraved on 2 million bags each, totaling 60 million Choco Pies, continuing the Jeong stories shared over half a century. Additionally, a super-large 200-piece Choco Pie package containing personal stories will be given as gifts for family, friends, and acquaintances.

Furthermore, a total of 120 participants will be selected, including the ‘Participation King’ who writes the most Jeong stories and the ‘Delivery King’ who shares the event the most, and will receive gifts such as Choco Pie Original, Banana flavor, and Choco Pie House. Detailed information on how to participate in the event can be found by scanning the QR code on the 50th-anniversary commemorative product packaging. A 50th-anniversary limited edition package will also be introduced, specially producing four designs representing memories from each era since the first launch in 1974, including 1989, 2006, and the present.

This campaign was planned to celebrate the 50th birthday of Choco Pie with customers, inspired by consumer surveys across various age groups?from high school girls to office workers and housewives?that revealed everyone in Korea has memories of Choco Pie, such as ‘Choco Pie cakes prepared by school friends during school days,’ ‘tear-soaked Choco Pies secretly eaten in the military bathroom,’ and ‘Choco Pies given by grandmother’s hand in childhood,’ expressing gratitude and shared nostalgia.

When Orion Choco Pie was launched in 1974, at a time when there were virtually no chocolate snacks in Korea, it gained popularity as a premium snack that combined chocolate, biscuit, and marshmallow all at once. Although competition intensified in the 1980s with the release of similar products, it was reborn as the ‘national snack’ through the ‘Jeong Campaign’ that began in 1989.

An Orion official said, “In this historic year marking the 50th anniversary, customers’ memories will be engraved on the product packaging,” adding, “As a snack enjoyed across generations for half a century, we hope this event will be a celebration shared by all customers.”