"Preserving K-food's identity"—Orion strengthens global Korean-language marketing

[Financial News] Orion is stepping up its Korean-language marketing by adding Hangul to the packaging of products sold in global markets, including China, Vietnam and Russia.
According to Orion on the 29th, the company changed the name of its four-layer snack Masita in Vietnam to Turtle Chips last month, aligning it with the product's name in South Korea.
Bungo, which is sold in the United States and other markets, now features Orion Moist & Chewy Cake written in Hangul alongside its existing name, reflecting requests from local buyers who wanted a Korean-language design.
The company has also incorporated distinctive Korean expressions that have become familiar to foreigners through social media. It added "dip-and-eat" to Tayo (O! Gamja) in Vietnam, while packaging for O'Star, the leading fresh-potato snack in Vietnam by market share, and other products features "Daebak," a Korean expression meaning "awesome."
Orion has also used Korean rather than local languages to indicate flavors. Examples include "corn soup" on Lang Li Ge Lang (Turtle Chips) in China, "tteokbokki" on Tayo in Vietnam and "spicy" on K-Snack in India.
An Orion official said, "In step with the K-wave, we plan to expand our marketing by naturally incorporating our culture—including Hangul and uniquely Korean flavors—into our products to win over consumers abroad."


[email protected] Kim Seo-yeon Reporter