Orion Strengthens 'Hangul Marketing' on Global Product Packaging

Vietnamese Four-Layered Snack Rebranded as "Kobukchip"

"Bungo" Sold in the U.S. Now Features "Chambungopan" in Hangul

Orion has ramped up its "Hangul marketing" by featuring Korean characters more prominently on product packaging sold in global markets. As Hangul is increasingly recognized as a visually appealing script, the company aims to incorporate it naturally to broaden its point of contact with foreign consumers.

On September 29, Orion announced that it is displaying Hangul exactly as it is on the packaging of products sold in overseas markets including China, Vietnam, Russia, and India.

Last month, Orion rebranded the Vietnamese four-layered snack 'Masita' as 'Kobukchip,' using the same Hangul name as in Korea. For 'Bungo,' which is sold in the United States and other regions, the company began displaying the name 'Chambungopan' in Hangul as requested by local buyers who wanted Hangul designs. Foreign consumers have responded by saying things like, "The Hangul catches my eye," and "It really feels like genuine K-Food."

The packaging also features unique Hangul expressions that are well known among foreigners through social networking services (SNS). For example, the Vietnamese snack Tayo (Oh!Gamja) includes the expression 'Jjikmeok,' while market-leading local fresh potato snack brands such as Oster (Pocachip) feature the word 'Daebak' on their packaging.

Additionally, Hangul is used to indicate flavors on packaging instead of the local language. Representative examples include the use of Hangul on China's Rangrigorang (Kobukchip) 'Corn Soup,' Vietnam's Tayo 'Tteokbokki,' and India's K-Snack 'Spicy.'

An Orion representative commented, "In line with the global K-Wave phenomenon, we plan to continue expanding marketing efforts that naturally incorporate Hangul and distinct Korean flavors into our products to capture the hearts of overseas consumers."

This content was produced with the assistance of AI translation services.