Riding the Wave of SNS Buzz, Bichobi Grows into a Global Brand with a 62% Sales Increase

Orion announced on the 5th that its chocolate sandwich biscuit, 'Bichobi,' is emerging as a global brand, gaining popularity among foreign tourists as a 'must-buy souvenir' from their trip to Korea. This product features a unique texture and flavor thanks to its whole wheat biscuits and a filling of whole chocolate, captivating the palates of foreign visitors and driving explosive growth.

From January to August 2023, Bichobi's sales surged by 62% compared to the same period last year. Since its initial launch in October 2022, cumulative sales have reached 17 million units. Particularly, it has solidified its position as an 'essential item' for tourists visiting Korea, leading to a sharp rise in interest in Bichobi since last year. Across various social media platforms, users have shared purchase verification posts in different languages, recommending it as a Korean travel souvenir. Notably, Bichobi's unique packaging design and taste have received high praise from foreign visitors. Analyzing sales data from major supermarkets in tourist areas like Seoul Station and Myeongdong, Bichobi's revenue has skyrocketed by a remarkable 360% year-on-year through August of this year.

Capitalizing on this success, Orion recently introduced the 'Bichobi Korea Edition' at major tourist spots in Seoul. Targeting foreign tourists, they released packaging featuring characters dressed in traditional Korean attire, such as a king, scholar, bride, and young nobleman, garnering significant positive feedback. This special edition has played a vital role in transforming Bichobi from a simple snack into a gift associated with Korean culture.

Unlike conventional chocolate biscuits, Bichobi distinguishes itself by incorporating a whole chocolate filling between the biscuits, delivering a unique flavor and texture. Interestingly, the product name 'Bichobi' is a palindrome, meaning it reads the same backward and forward. This playful name has contributed to its popularity among younger demographics, even leading to a shortage upon its initial launch. In response to the explosive surge in demand for Bichobi, Orion expanded its production facilities by over 200% in September 2022 to meet the needs of both domestic and international consumers.

An Orion representative stated, “Bichobi has become a 'must-buy Korean souvenir' for foreign tourists visiting Korea.” They added, “It is loved by both domestic and international consumers, and we anticipate continued strong growth in the future.”

Bichobi's success transcends mere product popularity; it serves as a significant milestone for the Korean confectionery industry in gaining global competitiveness. Notably, effectively integrating elements of Korean culture that resonate with foreign visitors has proven highly successful. This showcases the potential for various Korean food brands to expand into the global market. Orion plans to continue driving the global popularity of Bichobi.