A 'Premium Dessert' from Korea... 'Orion Custard' Hits Big in China and Vietnam as Production Lines Expand

'Global production capacity' expanded to an annual value of KRW 300 billion

Orion's Indian subsidiary, Custard production line. Provided by Orion.

Orion is expanding its global supply of Custard, whose demand is surging overseas, by increasing production capacity in Korea, Vietnam, and India.

Orion announced on the 22nd that, after adding a production line in Korea last month to meet rising domestic and overseas demand, it recently began full-scale operations at new production lines in Vietnam and India. The expansion has increased Custard's global production capacity to a maximum annual value of KRW 300 billion, about twice last year's sales.

First launched in Korea in 2004, Custard has grown into one of Orion's flagship global pie brands, following Choco Pie. Last year, combined annual sales worldwide rose 14% year over year to KRW 154 billion. With 76% of total sales coming from markets such as China, Vietnam, and India, the brand is highly popular overseas. It has continued to grow this year, recording double-digit sales growth through last month.

Orion's Global Research Institute at its Korean headquarters serves as the control tower for Custard as the brand expands into markets such as China, Vietnam, and India. Drawing on more than 70 years of accumulated research and development expertise, Orion offers products that reflect each country's food culture and consumer preferences while maintaining globally competitive quality across all its subsidiaries.

In Vietnam, Orion has broadened consumer choice with a range of products, including Custard Original, com (an ingredient made by processing young sticky rice in the traditional Vietnamese way), tiramisu, raspberry, egg lava, low-sugar, and melon varieties. The products are especially popular as a breakfast substitute for children before school.

In China, the combination of a fluffy cake texture and smooth cream filling has won over local consumers. In India, the brand is building recognition among urban young consumers who prefer premium desserts and is establishing itself as a premium treat that can be enjoyed conveniently in everyday life.

Custard continues to demonstrate strong competitiveness in the Korean market as well. It ranked first in market share in NielsenIQ (NIQ) Korea's Retail Index Service survey for January-December 2025, in the semi-moist cake segment of the biscuits and cakes category at food retail stores.

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