Orion Corp. said on March 28 that Choco Pie’s cumulative global sales reached 5.24 trillion won last year. Orion launched the popular product in 1974.
Last year, about 2.3 billion units were sold in 60 countries around the world. This is enough to wrap around the Earth more than four times, and it has become Orion’s No. 1 globally loved product.
For successful targeting of overseas markets, the company has implemented a thorough localization strategy. It established a production plant in China in 1997 and production facilities in Vietnam and Russia in 2006.
In particular, the company branded itself "Hao Li You" in China, which means "good friend," and inserted jin (仁), which is considered to be the most important value in human relations among the Chinese, into the package as part of emotional marketing. Based on a thorough localization strategy, Choco Pie ranked first in the China net promoter score (C-NPS) pie category for the fifth consecutive year and also ranked first in the China brand power index (C-BPI) pie category for the third consecutive year.
In Vietnam, Choco Pie has become so popular that it is used for ancestral memorial ceremony. Based on the popularity of the product, the company plans to grow Choco Pie into a mega brand with annual sales over 100 billion won for the first time in Vietnam.
In Russia, Choco Pie has been sold more than 500 million units every year since 2016 and has become a brand that guarantees taste and quality to consumers.