[Edaily Reporter kim mi-kyung ] ORION’s “Bichobbi,” which has gained popularity as a “K-souvenir” among foreign tourists visiting South Korea, is expanding its sales channels to Japan and the United States. The company plans to expand its export channels in response to growing local demand and position the product as a global “K-snack.”

ORION(271560)The company announced on the 10th that it will simultaneously launch “Bichobbi” at 37 Costco stores in Japan this October and begin sales at Costco stores in the U.S. early next year.

Bichobbi has recently gained recognition, particularly through social media posts by foreign tourists, who have described it as a “must-buy snack in Korea” and “a great Korean snack to give as a gift.” Launched in October 2022, this sandwich-style biscuit features a whole chocolate bar sandwiched between two layers of cookie, offering a distinctive taste and texture.

In fact, total sales of Bichobbi are on the rise. Cumulative sales from January through August of this year increased by 53% compared to the same period last year. During the same period, Bichobbi sales at the top 10 retailers also more than doubled on average compared to the same period last year. These areas—including Seoul Station, Busan’s Jagalchi Market, Seokchon Lake in Jamsil, Gimpo and Incheon International Airports, and Jeju—are popular tourist destinations with high foot traffic. It is believed that purchases by foreign tourists and word-of-mouth recommendations have contributed to the sales growth.

As ORION had previously struggled to secure sufficient export volumes due to rising domestic demand, the company has also moved to expand its production capacity. Last April, it added a production line at its Iksan plant, nearly doubling Bichobbi’s production capacity. This measure aims to stabilize domestic supply while securing a production base for expansion into overseas markets.

The first target market is Japan. This October, Bichobbi will be launched simultaneously at 37 Costco stores in Japan, and sales at Costco in the U.S. will begin early next year. Going forward, the company plans to continuously expand the number of countries and distribution channels overseas, starting with Japan and the U.S.

An ORION official stated, “We will apply the same successful strategy used for Kkobuk Chips and Cham Bungeoppang—which involved first proving the product’s quality in the domestic market before targeting major overseas distribution channels—to Bichobbi as well,” adding, “We plan to develop Bichobbi into a global K-snack.”