[Taste Test] Sweet at First Bite, Rich Cheese Flavor... Pocachip's Transformation

A taste test of Pocachip Hwang Cheese flavor
Cheese flavor grows richer with every bite
After Sweet Cheese's return from an eight-year hiatus, Pocachip gets a Hwang Cheese makeover

The moment I opened the bag, the strong aroma of cheese seasoning hit my nose. The cheesy scent made its presence felt before the characteristic nutty smell of potato chips. When I put a piece in my mouth, a flavor different from what I expected spread across my palate. Sweetness came before saltiness. That was my first impression of Orion's recently introduced Hwang Cheese-flavored Pocachip.

Pocachip is best known for its original flavor: thin, crispy potato chips with a touch of salt. But the Hwang Cheese flavor was different from the very first bite. The more I chewed, the more I noticed the characteristic nutty taste of cheese, but the saltiness did not come through as clearly as it does in the original. What lingered first in my mouth was a rich, slightly sweet cheese flavor. At times, it felt more like eating a cheese-flavored snack than a potato chip.

The crisp texture was familiar. The way the thinly sliced chips crumbled lightly was not very different from the existing Pocachip. But after eating several pieces in a row, my first impression gradually changed. As the sweet, nutty flavor repeated, the characteristic dry, powdery aftertaste of cheese seasoning lingered in my mouth. It was easy to reach for one or two pieces, but the flavor felt somewhat heavy if I kept eating. This may divide opinion among those expecting a light, savory potato chip.

Orion's Pocachip Golden Cheese flavor, launched in September. Photo by Kwon Jaehee.

It is, however, an appealing snack to pair with beer. Its crisp texture and rich cheese flavor go well with the refreshing taste of beer. It is better suited as a savory accompaniment with a bold flavor than as a snack for enjoying the natural taste of potatoes. However, consumers who do not like the distinctive, strong aroma of cheese may find it a little overwhelming.

This new product was launched by Orion in September 2026. Its key feature is a "double cheese coating." Orion coats the potato chips with Hwang cheese cream and then applies Hwang cheese-flavored powder on top. This is an attempt to differentiate the product from conventional seasoning methods. This manufacturing process also appears to contribute to the strong cheese flavor that lingers in the mouth.

This is not Pocachip's first foray into cheese flavors. In 2014, Orion launched Pocachip Sweet Cheese flavor, which highlighted the flavors of cheddar, feta, and blue cheese. The company discontinued sales in 2016 as it reorganized its product lineup, but after consumers continued to request its return, Orion brought it back in May 2024, eight years later. At the time, Orion said Sweet Cheese flavor had received more requests for a comeback from consumers than any of its other snacks.

The Hwang Cheese flavor launched in 2026 is not simply a re-release of the earlier product. Following the return of Sweet Cheese flavor, Orion has now further emphasized the cheese by applying both cream and powder. Although both are cheese-flavored Pocachip varieties, the new product shifts the focus away from the potato's mild taste and toward a richer cheese flavor.

Orion's Pokachip Yellow Cheese Flavor, launched in September, features a "double cheese coating": potato chips are first coated with yellow cheese cream and then dusted with yellow cheese-flavored powder. Photo by Kwon Jaehee.

This change is also connected to the competition among long-running food brands to expand their flavor offerings, a trend seen across the food industry recently. In February 2026, Orion introduced limited-edition versions of signature products, including Moist Chocolate Chip and Mitz, incorporating Hwang cheese under the theme "Cheese Workshop." The strategy is to add new flavors to familiar snacks to retain existing consumers while piquing the curiosity of younger consumers.

The strength of long-running products also remains evident. According to the Food Industry Statistics Information System of the Korea Agro-Fisheries & Food Trade Corporation (aT), Pocachip ranked second among all snack brands, with retail sales of 54.4 billion won in the first half of 2025. Nongshim's Saewookkang took first place with 57.8 billion won. It was followed by Orion Choco Pie at 47.8 billion won, Lotte Wellfood Pepero at 42.6 billion won, and Nongshim Kellogg's Pringles at 41.8 billion won. Long-established brands that consumers have chosen for decades continue to rank among the market leaders.

Even so, food companies continue to develop new flavors. Even familiar brands can be ignored if they fail to keep up with consumers' changing tastes and trends. Developing new products also involves considerable costs and the risk of having no guarantee of success in the market.

Hwang Cheese Pocachip is another attempt to give a familiar brand a new flavor. Those expecting the addictive saltiness of the original may find it surprisingly sweet, while those who enjoy a rich cheese flavor may be satisfied. The cheese aroma that fills the mouth and the dry, powdery aftertaste that builds as you eat are both strengths and weaknesses.

Each bag contains 60 g of product and 337 kcal. It contains 8 g of sugars and 210 mg of sodium. The price at Olive Young is 2,000 won, though prices may vary by retailer.

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