Orion ramps up U.S. push with popular Korean snacks

(Orion)

South Korean confectionery company Orion is accelerating its U.S. expansion by placing some of its bestselling snacks - such as “Bungo” (fish-shaped pastries) and “Almaengi” (gummy candies) - in major retail channels across the country in the first half of 2025.

According to industry sources on Tuesday, Orion introduced Bungo at more than 300 Costco stores in the southwestern and midwestern United States in January while also selling Almaengi in about 70 California-based discount chains, including Grocery Outlet and Superior, in June. Another snack, “Yegam” potato chips, will debut at around 50 Costco locations in California in August.

These moves are part of Orion’s effort to diversify its export markets beyond China and reduce its reliance on Choco Pie, the company’s signature export product. Its strategy is aimed at reaching its long- term target of 5 trillion won ($3.6 billion) in annual revenue.

(Orion)

The results are already showing. Orion’s exports to the United States surged 64 percent from January to May 2025 compared to the previous year to 23.2 billion won, making the country its fastest-growing overseas market. According to the company, foreign buyers have shown strong interest in Bungo as a mass-produced version of a popular Korean street snack.

The push into the U.S. market reflects Orion’s broader goal of reducing dependence on the Chinese market. The latter accounted for 41 percent of the company’s revenue in 2024, outpacing the Korean business’s 35 percent share.

The company is also seeking to cultivate a new global hit product to follow Choco Pie’s footsteps. While global sales of Choco Pie totaled 583 billion won in 2024, its second-most popular brand, O! Gamja, brought in just 284 billion won.

Orion selected Bungo, Yegam, and Almaengi for the U.S. rollout based on their rising visibility among foreign tourists visiting Korea. Sales in key tourist areas such as Seoul Station and Myeongdong grew 59 percent in the first quarter of 2025 from a year ago, with the combined sales of five key brands at Lotte Mart Zettaplex Seoul Station up 91 percent.

To support its U.S. expansion, Orion began constructing a 460 billion won integrated manufacturing and logistics center in Jincheon, North Chungcheong Province. The company said its long-standing “localization strategy,” refined through decades of global experience in China, Vietnam, Russia, and India, would be the key to accelerating its global push.