Choco Pie
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A Choco Pie is a confectionary treat created and manufactured since 1974 by Orion Confectionery, headquartered in Seoul, South Korea. Similar to a moon pie, a Choco Pie consists of two layers of chocolate-dipped cookies, with a marshmallow filling.
The Choco Pie is considered a quintessential Korean treat, similar to the status of the Oreo cookie in American culture. Lotte Confectionery makes an imitation which is priced below that of the Choco Pie in order to compete. Orion supplies the South Korean military with their Choco Pies, which are given out to soldiers in the Korean military after their first week of basic training in addition to being available in the military store.
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[edit] Export
In recent years Orion has used the Choco Pie to gain a foothold in foreign markets, and Orion now controls a 2/3 share of the Chinese cookie market, with a third of Orion's revenue now coming from outside Korea. Whole series of choco pies have been sold more than 12.1 billions all over the world.[1]
Orion seeks share in 4 major markets- South Korea, Russia, Vietnam and China. The snack has been particularly successful in China.
[edit] Marketing
In South Korea, choco pie has a strong image of Jeong which indicates closeness among people in Korea. Its advertisements stil have a large point on impressive relationship among family members, companions and so on. Its CM song is widely known.
말하지 않아도 알아요 (I can know your heart without your telling me.) 눈빛만 보아도 알아 (When I see your look, I can understand) 그냥 바라보면 마음 속에 있다는 걸(just look at you. It lies within your heart.) [2]
