[Edaily Reporter Kim Ji-woo ] ORION(271560)is significantly expanding its production capacity for “Castard,” which is seeing growing demand in overseas markets. As the product’s popularity has surged—with 76% of global sales coming from overseas last year—the company has established additional production lines in South Korea, Vietnam, and India.

ORION announced on the 22nd that it has completed the expansion of its production lines in South Korea, Vietnam, and India to meet the growing demand for “Castard” both domestically and internationally.
Following the addition of a domestic production line last September, the company recently began operating new production lines in Vietnam and India as well. With this expansion, Castard’s global production capacity has increased to a maximum of 300 billion won annually—a level roughly double last year’s Castard sales.

First launched in Korea in 2004, Castard has grown into ORION’s flagship global brand, second only to Choco Pie. Last year, its combined global sales reached 154 billion won, a 14% increase from the previous year. Overseas markets—including China, Vietnam, and India—accounted for 76% of total sales. The brand continues its growth momentum this year, recording double-digit sales growth through September.

In overseas markets, the company is implementing localization strategies tailored to consumer preferences in each country. In Vietnam, it sells a variety of products, including the original flavor, as well as varieties featuring local traditional ingredients such as “kom” (a processed food made from young glutinous rice), tiramisu, raspberry, egg lava, low-sugar, and melon. It is particularly popular as a breakfast substitute for children before school.

In China, the company is targeting consumers by highlighting the harmony between fluffy cake and smooth cream. In India, it is raising brand awareness among young consumers in major cities who prefer premium desserts.

ORION oversees product research and development as well as quality control through its Global Research Institute at its headquarters in Korea. The company’s strategy is to maintain consistent quality in the global market while reflecting the food cultures and consumer preferences of each country.

Castard continues to enjoy steady popularity in South Korea as well. According to market research firm Nielsen IQ (NIQ) Korea, Castard ranked first in market share within the semi-baked cake segment of the biscuit and cake category at domestic food retailers last year. Building on this success, ORION has featured the slogan “No. 1 Castard in Korea” prominently on the front of the product packaging.

An ORION spokesperson stated, “Castard is growing into a global pie brand following in the footsteps of Choco Pie,” adding, “As we have expanded our production capacity to meet surging global demand, we will continue to develop it into a world-class brand.”