[Edaily Reporter Kim Ji-woo ] The terms “Jjipmeok” and “Daebak” are appearing on snack packaging sold overseas, and product names previously used locally are being changed to Korean names. This strategy leverages the Korean alphabet as a means to express brand identity and differentiation, aiming to translate interest in Korean culture into food purchases.

ORION(271560)On the 29th, the company announced that it is strengthening its “Hangul marketing” strategy—which involves using Hangul on product packaging—in global markets such as China, Vietnam, Russia, and India. Last month, the company changed the name of its four-layered snack “Masita,” sold in Vietnam, to “Kobukchip”—the same name used in Korea. For “Bungo,” sold in the U.S. and other markets, the company added “Cham Bungeoppang” in Hangul to the packaging in response to requests from local buyers who wanted a Hangul design.

The company is also utilizing Korean expressions that have become popular among foreigners through social media. The packaging for “Tayyo” (known domestically as “Oh! Gamja”), sold in Vietnam, features the term “jjipmeok,” while products like “Osta” (known domestically as “Pokachip”) include the term “daebak.”

Hangul is also used to describe the flavors of the products. Notable examples include “Corn Soup” on China’s “Langligelang” (known domestically as “Kkobuk Chips”), “Tteokbokki” on Vietnam’s “Tayo,” and “Spicy” on India’s “K-Snack.”

An ORION official stated, “In step with the global K-Wave (Hallyu) craze, we plan to continue expanding our marketing efforts to capture the hearts of foreign consumers by naturally incorporating our culture—such as Hangul and uniquely Korean flavors—into our products.”

As such, there is a growing trend of communicating the identity of Korean brands to overseas consumers through the Korean alphabet. LOTTE WELLFOOD(280360)has featured Korean names on products tailored to local tastes. A prime example is “Salo Chips,” launched in Pakistan last October. The company launched two flavors—‘Flaming Hot’ and ‘Smoked Paprika’—that reflect local culinary culture, and printed the brand name “Sallo” and the product name “Sallo Chips” in Hangul on the packaging. The back of the package included a brand introduction, emphasizing to local consumers with a keen interest in Korean culture and food that this is a Korean snack brand.

CJ CheilJedang Corp(097950)has incorporated Hangul into its global brand design. When revamping Bibigo’s brand identity (BI) in February 2024, the company added the Hangul “비비고” alongside the existing English “bibigo.” This was done to reinforce the brand’s Korean identity in consumers’ minds.

The food industry’s decision to feature Hangul on overseas products stems from the belief that Korean identity can serve as a differentiating factor that influences consumer choice. This strategy aims to translate the interest in Korean culture, fostered by K-content, into food purchases.

An industry official explained, “We’re adding visual elements to the packaging so that even if local consumers cannot read Hangul, they can still recognize the product as a Korean brand,” adding, “While adapting the taste to local consumers’ preferences, we can emphasize the image of K-Food by using Hangul in the product name and logo.”