"It's Not Choco Pie"... The Korean Favorite Snack That Sold 57.8 Billion Won This Year Is This

Saewookkang Tops Retail Sales for Second Consecutive Year
Pocachip Ranks Second, Choco Pie Third, Pepero Fourth

The most popular snack among consumers in the first half of this year was Nongshim's Saewookkang. As retro sentiment and a craze for "nostalgic snacks" spread mainly through social networking services (SNS), long-standing steady sellers such as Saewookkang, Choco Pie, and Pepero have been regaining their presence.

Snacks are displayed at a large supermarket. Photo by Yonhap News

According to food industry statistics released on December 10, Saewookkang's sales at retail stores reached 57.8 billion won in the first half of this year, maintaining its top position for the second consecutive year. Retail store sales figures combine the sales from major distribution channels such as department stores, large discount stores, chain supermarkets, convenience stores, independent supermarkets, and general food stores.

Saewookkang Maintains Top Spot Thanks to Marketing

Although Saewookkang's sales decreased slightly by 1% year-on-year, it still firmly held the number one position across all snack categories, including snacks, chocolates, and biscuits. Nongshim's recent strategy of strengthening collaborative marketing is seen as having appealed to younger consumers. In particular, limited edition packaging featuring characters from the Netflix series "K-Pop Demon Hunters" generated significant buzz on SNS.

Additionally, last year Nongshim opened the "Saewookkang Adventure in Goraeseom" pop-up store in Seongsu-dong, Seoul, specifically targeting younger generations. The wasabi-flavored Saewookkang, which won first place in the "unique Saewookkang flavor vote" held at the pop-up, was officially launched in August this year and quickly established itself in the market by surpassing 1.8 million bags sold within just two weeks of its release.

A scene from Netflix's K-Pop Demon Hunters. Netflix

Pocachip, the Leading Potato Snack, Ranks Second

In second place was Orion's Pocachip, with sales of 54.4 billion won. Sales increased by 8.1% compared to the same period last year, marking the highest growth rate among the top 10 products. The launch of "Pocachip Triple Pepper" in April and limited-edition products made with seasonal new potatoes gained popularity through word-of-mouth on SNS, driving sales growth.

Snacks are displayed at a grocery store in Seocho-gu, Seoul.

Following these were Orion Choco Pie (47.8 billion won), Lotte Wellfood Pepero (42.6 billion won), Nongshim Kellogg's Pringles (41.8 billion won), Lotte Wellfood Kkokkalcorn (41.2 billion won), Haitai Confectionery Home Run Ball (39.6 billion won), Ferrero Rocher (36.5 billion won), Lotte Wellfood Ghana (33.8 billion won), and Orion Squid Peanut (31.5 billion won), all of which captivated the tastes of Korean consumers.

Meanwhile, the domestic snack market continues to grow steadily. In 2022, the total value of the snack category reached 2.737 trillion won, an increase of 337.3 billion won from the previous year. The snack segment alone was valued at 1.446 trillion won.