For over half a century, Choco Pie has reigned as a steady bestseller, weaving countless stories within its chocolate-coated layers.
A Symbol of Friendship
Recently, José Sá, the Portuguese national team goalkeeper, received a gift box filled with Choco Pies, sent by a Korean fan. This gesture highlighted the bond between Sá and Hwang Hee-chan, his close teammate at Wolverhampton. Originating during Park Ji-sung’s time in the UK, the tradition of gifting Choco Pies has become a symbol of appreciation towards those friendly towards Korea. It was also evident when Tottenham Hotspur visited Korea two years ago and when André Gomes received a box after an injury from Son Heung-min’s tackle. Gifting Choco Pies signifies a Korean way of showing affection, suggesting not to skip meals.
The National Snack
Choco Pie, a 30g snack that’s perfectly sweet and filling, stands as a symbol of warmth between people. Despite being a snack, its class is eternal. According to Korea Agro-Fisheries & Food Trade Corporation, Choco Pie continues to dominate sales in Korea and has expanded globally, celebrating its 50th anniversary this year.
The Beginning of a Legacy
The inception of Choco Pie was unique. Inspired by a chocolate-coated biscuit in the US, it took two years to develop. Launched in April 1974, it introduced a new taste dimension with chocolate and marshmallow, marking a sales phenomenon with over 46 billion sold.
The Price of Popularity
Initially priced at 50 won, Choco Pie’s demand surged, leading to significant production increases over the years. Competition emerged, but it remained a beloved snack.
Trademark Turbulence
Trademark disputes have occurred, especially with Orion seeking to cancel Lotte’s registration. However, the Supreme Court ruled that “Choco Pie” had become a generic name, diluting its distinctiveness. Despite this, Orion focused on differentiating through “emotional marketing,” successfully positioning Choco Pie not just as a snack but as a symbol of heartwarming moments.
A Military Favorite Item: Choco Pie
In the military, this holds a special place, often associated with cherished memories. It’s not just a snack but a comfort during difficult times, transcending boundaries and becoming a meme among US soldiers in Korea.
North-South Relations
The snack also played a significant role in North-South relations, with Choco Pies being distributed in the Kaesong Industrial Complex and becoming highly sought after in North Korea. However, North Korea eventually introduced its version, which received lukewarm responses. Defector Oh Chong Song’s request for Choco Pies upon regaining consciousness highlighted its emotional significance.
Choco Pie: Global Cultural Icon
It has evolved into a cultural icon, representing peace and contradiction. It’s celebrated in art, such as Chae Jin-ju’s work, and has been a subject of exhibitions, reflecting its role in societal change.
Choco Pie’s International Adaptations
Internationally, it adapts to local cultures, enjoying immense popularity in Russia, Vietnam, and facing competition in India. Yet, it stands as a proud representative of K-Food, even amidst the emergence of imitations.
Choco Pie’s journey from a snack to a symbol of emotional connections and cultural identity showcases its enduring legacy and global appeal.
Reference: https://n.news.naver.com/mnews/article/023/0003814740?sid=102
