Orion Revamps 'Choco Pie Jeong' Packaging After 10 Years

Maintaining Design Identity While Adding Sophistication
Limited Release of 300,000 Transparent Package Products

Orion announced on the 26th that it will revamp the packaging of Choco Pie for the first time in 10 years.

Orion Choco Pie Jeong
[Photo by Orion]

The renewed packaging maintains the unique design identity of Choco Pie while adding sophistication with stylish colors and traditional patterns. To continue the warmth (情) shared with family, friends, and acquaintances over half a century, the character '情' is prominently engraved, with the phrase "Sharing the heart’s warmth (情)" placed below. The band wrapping the appetizingly sliced Choco Pie features a blue color reminiscent of past Choco Pie packaging.

Earlier, Orion launched a consumer communication campaign inspired by the fact that every Korean has precious memories related to Choco Pie, inviting touching stories connected to Choco Pie. From May to July, about 8,700 heartwarming stories were submitted. Choco Pies featuring consumer stories recorded sales exceeding 100 million units over three months from June to August.

To commemorate the packaging renewal after 10 years, Orion is introducing a retro Choco Pie packaged in a transparent wrapper reminiscent of memories from 20 years ago. The retro packaging, limited to 300,000 units, will be available at major retailers such as large supermarkets and e-commerce platforms.

An Orion representative said, "To celebrate the 50th anniversary of Choco Pie’s launch, we upgraded the design to approach consumers more familiarly," adding, "We will continue to make new attempts to carry on the warmth (情) of Choco Pie for the next 50 years."