When thinking of South Korea multinational corporations, one might associate them with heavy industry, shipbuilding, automobiles, or technical and industrial equipment – certainly not with food. Today we are talking about Orion Corporation, the leading Korean confectionery manufacturer that made Choco Pie famous.

The original recipe for the dessert made of biscuit layers with marshmallow covered in chocolate dates back to the early 20th century in the southern United States, where a local bakery sold these delights to miners.

This idea was taken and developed by an employee in the R&D department of the South Korean company Tongyang (now Orion). In 1973, while staying overnight in a hotel in Georgia, he was surprised by the sweets served at the buffet.

Since 1974, Orion Corporation has been producing Choco Pie. The soft, pillowy marshmallow-filled treat has since reached consumers in over 50 countries, performing particularly well in India and Vietnam.

Facing strong competition in the domestic market, the company’s development strategy focused on early entry into international markets while maintaining product quality. This approach allowed Orion to learn about its consumers worldwide.

For example, the main ingredient of the marshmallow – gelatin – is derived from pork-based animal products. To adapt to cultural specifics and meet consumer expectations, the company replaced this ingredient with beef gelatin in countries with Muslim populations and with seaweed-based gelatin in India.

In response to consumer demand, Orion has also introduced various flavours and limited editions of Choco Pie, including green tea and strawberry, catering to diverse tastes.

However, Choco Pie is slowly making room for other similar treats in the market. In the last few years, Orion’s Choco Pie sales and contribution to profit formation have slightly decreased, showing a shift in consumer preferences.

Sources: Orion Corporation, KBS, WilliamReed