The snack bar for employees at Google and Netflix headquarters in the U.S. has reportedly been stocked with Orion's snack “Turtle Chips” since this year. Since last month, it has been the first Korean snack to be sold at all 1,598 stores of Five Below, an American chain of specialty discount stores.

The global popularity of Korean snacks is soaring day by day, especially among young people as Korean snacks have become familiar through K-pop, dramas and movies, and the recent trend of sharing food reviews on TikTok and other short-form videos has also helped.

According to Orion on April 24, the company exported 12 billion won worth of Turtle Chips to the U.S. last year and is expected to exceed 20 billion won this year. Last year, Orion earned 1.85 trillion won (63.7 percent) in the overseas market out of 2.91 trillion won in total sales, and Lotte Well Food made 800.5 billion won (19.7 percent) from overseas out of 4.66 trillion won.

Korean confectionery companies are actively promoting “customized strategies” aimed at foreign markets. The symbolic letter of Orion's Choco Pie, "Chung (情),” is changed to “In (仁)” on its package in China. It was based on the fact that the most important value of the Chinese is “In (仁).” Orion also sells tomato-flavored Oh!Gamja and watermelon-flavored Choco Pie in China and Vietnam, respectively, to suit local tastes.

Last year, Lotte Well Food focused on raising brand awareness by choosing popular girl group NewJeans as a new model for Pepero and putting outdoor advertisements in Times Square in New York and Ho Chi Minh City in Vietnam. The overseas share of Pepero sales rose from 35 billion won (20.6 percent) out of 170 billion won in its total sales in 2021 to 54 billion won (26.7 percent) out of 2020 billion won last year.

Amid the recent gimbap craze in overseas markets, CJ CheilJedang is targeting overseas consumers with Bibigo Seaweed Crisps, which processes seaweed in the form of snacks, and Dongwon F&B with Yangban Crispy Seaweed Chips.