Orion Targets Global Potato Snack Growth as Sales Approach KRW 1 Trillion

Orion Corporation is launching a massive offensive to seize leadership in the global potato snack market ahead of the peak summer season.

Orion currently operates 6 brands and about 70 types of potato snacks in regions including South Korea, China, and Vietnam. Last year, Orion’s global potato snack sales recorded KRW 874 billion (USD 672.31 million), and the proportion of overseas sales reached 73%. In particular, 4 brands, including Pocachip, Oh! Gamja, Swingchip, and Yegam, have each established themselves as global mega-brands with annual sales exceeding KRW 100 billion (USD 76.92 million), driving growth. 
 

Orion expands potato snack production in South Korea

In the domestic market, the company solidifies its leadership through ‘seasonal snack’ marketing timed with the summer harvest of newly harvested potatoes. Since June, Orion has begun targeting consumers by producing Pocachip and Swingchip using newly harvested domestic potatoes. To respond to increasing demand, the company plans to complete the expansion of the production line at the Cheongju plant during the second half of the year, which is expected to increase production capacity by about 50% compared to the previous level. 
 

Potato snack sales accelerate in China

The growth trend in the Chinese market is also steep. Last year, Oh! Gamja generated KRW 260 billion (USD 200.00 million) in sales as a single brand in the Chinese subsidiary, and Swingchip surpassed Choco Pie sales in the first quarter of this year, rising to the second highest-grossing brand within the subsidiary. Orion is consecutively launching new products reflecting local tastes, such as garlic butter flavor and coriander taco flavor, and plans to secure 25% more supply volume by expanding the Swingchip production line. 
 

Pocachip leads potato snack market in Vietnam

In Vietnam, the company is increasing its dominance spearheaded by Pocachip (local name O’Star), which holds the number one market share locally. Pocachip has maintained the throne of the Vietnamese potato snack market to this day since overtaking the global number one brand, ‘Lay’s’, in 2017. Considering the local culture of enjoying sports, Orion is introducing specialized products such as sour cream flavor and taco flavor while expanding dedicated display stands to broaden consumer touchpoints.

Over the past 3 years, the compound annual growth rate of Orion’s potato snacks has reached 9%, and if this trend continues, exceeding KRW 1 trillion in single-category sales in the near future is deemed certain. 

Orion Corporation official:

“Potato snacks are one of the core categories with the highest growth potential in the global market. We will widen the gap with global brands based on our differentiated product quality and local production competitiveness.”