Dominant in Vietnam
Orion announced on June 8 that the cumulative sales volume of its Choco Pies topped two billion pieces in Vietnam in the eight years since its debut there.
The amount is equivalent to 22 per person, given that the population of Vietnam is approximately 90 million. The total local sales are over 300 billion won (US$294 million).
Orion publicized the Choco Pie through localization to win over Vietnamese consumers. One of the examples is the Tinh campaign, which has been underway since 2009. The word of Tinh is similar to affinity, affection, or attachment in meaning. Orion has made use of the concept across its promotion and advertising programs so that local consumers feel comfortable with it.
The Vietnamese branch of Orion has dominated the local confectionery market since 2010. It recorded sales of 160.4 billion won (US$157.5 million) last year, second only to that in China among Orion’s overseas corporations.