(Photo by Kim Byoung-gu, Hongcomm.)

Korean snack companies are thriving as their products are in high demand globally. One brand, Kkobuk Chips (Turtle Chips), has become extremely popular among young consumers in the United States. These chips are now available in all branches of Five Below, a discount chain, and are even served in snack bars at Google and Netflix offices. With distribution in 23 countries worldwide, including the United States, Australia, Canada and Germany, Kkobuk Chips has sold an impressive 450 million bags since its launch six years ago.

Kkobuk Chips built on the international success of other Korean snack brands. One such brand is Choco Pie, which remarkably dominates over 80 percent of India’s chocolate cake market at present. Unsurprisingly, Lotte Wellfood, the manufacturer of Choco Pie, has chosen India as the first overseas production base for its "Pepero" brand. Crown Haitai Confectionery has also recently completed the construction of an eco-friendly snack factory in Asan, Chungcheongnam-do Province, to boost its overseas exports. In addition, Orion, the maker of Kkobuk Chips, plans to expand its Hanoi factory and build a new production facility in Viet Nam by the end of this year.

(Photo by Kim Byoung-gu, Hongcomm.)

The growing popularity of Korean snacks is undoubtedly due to the influence of Hallyu, including K-dramas, K-pop and Korean cuisine. Fans of Korean culture abroad are drawn to these snacks as a way to connect with their favorite shows or idols and get a taste of Korea. For example, Lotte Wellfood used the popular girl group NewJeans as a brand ambassador for Pepero and placed outdoor advertisements in Times Square, New York, and Ho Chi Minh City, Viet Nam, to raise awareness of the brand. 

The growing popularity of Korean snacks around the world can also be attributed to the significant impact of social media platforms. Using photos and reviews, food bloggers, influencers and social media users have effectively spread the word about K-snacks, generating excitement and curiosity among their followers. This influential social media presence has contributed greatly to the growing popularity of Korean snacks around the world.

(Photo by Kim Byoung-gu, Hongcomm.)

Of course, manufacturers' localization strategies are essential for Korean snacks to succeed globally. Korean snack companies are experts in using attractive packaging with bright colors, cute characters and eye-catching graphics to grab consumers' attention. Orion's marketing strategies in different regions demonstrate the success of localization strategies. In North America, for example, the company focuses on the Hispanic market with flavors such as "Flaming Lime" and "Fuego" for Kkobuk Chips. In India, Orion offers flavors such as "Sour Cream & Onion," "Tangy Tomato" and "Masala" to cater to the country's love of spicy food. In Viet Nam, Orion introduced chips under the "Masita" brand, which means "delicious" in Korean, in recognition of the popularity of Korean culture in the country.

(Photo by Kim Byoung-gu, Hongcomm.)