Chocopie: Celebrating a Legacy of Flavor and Connection
In 1974, Chocopie cookies made their debut in South Korea and quickly became a national favorite. By 1995, Chocopie had arrived in Vietnam through imports, and in 2005, Orion established a direct manufacturing plant in the country.
A landmark advertising campaign in 2008 marked a new era for Chocopie in Vietnam. With its heartwarming message of family affection, Chocopie captured the hearts and minds of viewers. The iconic slogan, “Chocopie is Orion, Orion is Chocopie,” instantly became etched in customers’ memories.
Guided by the founder’s philosophy of “continuously improving quality and creating value for all, ensuring peace of mind for every family,” Orion has consistently innovated and enhanced Chocopie. Today, it holds over 67% market share as the most beloved and widely consumed cookie in Vietnam.
Marking the momentous 50th anniversary of Chocopie’s global presence, Chocopie and Orion Food Vina express their heartfelt gratitude to their loyal customers. Your love for Chocopie has been instrumental in its enduring success.
Since its introduction in Vietnam in 1995, Chocopie has garnered immense popularity and affection. In 2008, a television commercial focusing on “family affection” brought Chocopie even closer to consumers. In 2015, Orion increased the cookie’s weight from 30g to 33g, and in 2024, it implemented a similar strategy, raising the weight from 33g to 36.3g, without altering the price.
Compared to its initial launch, Chocopie has now increased by over 20%. Alongside the consistent “affection” campaign, these weight increases reflect Orion’s commitment to delivering exceptional value and quality to its customers.
With this latest weight increase, Orion has also redesigned the packaging. The new design features clean, simple, and modern lines that appeal to all ages.
To enhance Chocopie’s quality, Orion has increased the chocolate cream and marshmallow filling, resulting in a softer, more flavorful, and chewier cookie. Chocopie Dark boasts an 11.9% increase in chocolate coating, while the classic Chocopie flavor has seen a 13.3% increase.
This combination delivers an indulgent sensory experience, characterized by a velvety texture, rich chocolate flavor, and a satisfyingly chewy bite thanks to the enhanced marshmallow layer.
Beyond Chocopie, Orion has also implemented weight increases across other products, including O’star, Toonies, and Custas, driven by the desire to provide additional value to consumers. Despite economic challenges and rising raw material costs, “increasing quality while maintaining prices” remains Orion’s core strategy, guiding its investment and development decisions.
Commenting on economic considerations, Orion representatives emphasized that alongside weight increases, the company is pursuing multiple initiatives, including environmental campaigns such as the “Eco-Friendly Packaging” program, which helps Orion reduce operational costs while promoting environmental sustainability.
Launched in South Korea in 2014, the ‘Eco-Friendly Packaging’ program has reduced packaging waste by using eco-friendly ink, minimizing ink colors, and downsizing packaging. As a result, since 2015, the company has reduced ink usage by approximately 88 tons.
In 2018, the Korean Ministry of Environment certified 12 of Orion’s product packages as eco-friendly in the confectionery industry. Today, 32 brands have undergone size reductions, resulting in more compact, convenient, and waste-conscious packaging.
In Vietnam, Orion has also implemented measures to reduce the number of ink colors on packaging. The number of printing cylinders has decreased from six to three, and by reducing the printing surface area, Orion has saved over 100 tons of ink annually. This has contributed to lower packaging costs, allowing for greater investment in product quality.
Chocopie first debuted in South Korea in 1974 and is now enjoyed in over 60 countries worldwide, becoming a staple product. Since its inception, Chocopie has sold an astounding 45.85 billion units, generating global cumulative sales exceeding 7.3 trillion won (136.9 trillion VND) over the past 50 years.
As part of the global Chocopie 50th anniversary celebrations, Orion Food Vina is rolling out exciting programs and activities. Visit orion.vn to stay up-to-date on the latest campaigns and news.
