Orion is increasingly incorporating Korean language into the packaging of its snacks sold overseas, including terms like 'jjikmeok' (dipping) and 'daebak' (awesome). This trend reflects a growing interest in Korean culture, leading to the use of Korean in product names, flavors, and eating methods.
On September 29, Orion announced that it is enhancing its marketing strategy by including Korean names and expressions on product packages in countries such as China, Vietnam, Russia, and India. This approach is a response to the rising acceptance of Korean language as a design element and a symbol of authentic K-food among local consumers.
For instance, last month, Orion changed the name of its four-layer snack 'Masita' sold in Vietnam to 'Kkobuk Chip,' aligning it with the name used in South Korea. Additionally, in response to requests from local buyers, the packaging of 'Bungo' sold in the U.S. now features the Korean name 'Cham Bungeoppang.'
There are also increasing examples of using Korean expressions for local product names and flavors. The packaging for 'Dayo (Oh! Potato)' sold in Vietnam includes the term 'jjikmeok' to describe the dipping method, while the fresh potato snack 'Osta (Poca Chip)' features the exclamation 'daebak.'
Moreover, Korean is used for flavor descriptions, such as 'corn soup' for 'Langri Gerang (Kkobuk Chip)' in China, 'tteokbokki' flavor for 'Dayo' in Vietnam, and 'spicy' for K-snacks in India.
An Orion representative stated, "In line with the global interest in Korean culture, we are naturally incorporating Korean language and authentic Korean flavors into our product packaging. We will continue to implement local marketing strategies to expand our reach with global consumers."
Meanwhile, interest in the Korean language is growing worldwide. According to the Sejong Institute under the Ministry of Culture, Sports and Tourism, a record 239,020 students studied Korean online and offline at Sejong Institutes around the world last year.
* This article has been translated by AI.
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