"Phone decor, now taste decor!" Orion rides the 'texture reform' trend with My Gummy, Mits, and others

*This content was translated by AI.

Orion's steady sellers, Choco Chip Cookie, My Gummy, and Mits, are gaining new popularity among Generation Z as "taste-decor snacks."

On the 6th, Orion announced that its steady seller products, such as My Gummy and Mits, are drawing attention as the "texture reform" trend—changing taste and texture with simple recipes—spreads primarily through social media.

According to industry sources, following "dakku" (decorating diaries) and "phone decor," a new food culture called "mat-kku" (taste decorating), which involves reinterpreting familiar foods to suit personal preferences, is taking hold.

Choco Chip Cookie reignited the "mal-mok" (milk-soaking) craze by launching its "matcha latte flavor" in March last year. Consumers responded that the cookies soften when soaked in milk, offering a taste similar to enjoying choco or matcha lattes. My Gummy gained attention for the "eol-mok" (freezing) recipe, which involves soaking the gummies in carbonated drinks and then freezing them. The exterior becomes crunchy while the inside remains chewy, providing a fun chewing experience. Mits is consistently loved not only as a "mal-mok" item but also as a pioneering product for "ppu-mok" (sprinkling), where it is sprinkled on yogurt, ice cream, and other desserts to add a crispy texture.

The taste-decor recipes created by consumers are also becoming a new growth driver for these steady seller products. Choco Chip Cookie saw its sales increase by approximately 30% year-on-year from January to August this year, driven by the "mal-mok" craze. My Gummy sparked buzz after a consumer video introducing the carbonated drink "eol-mok" recipe surpassed 4 million views. Mits was reborn as "Oh! Granola Mits S'mores," expanding the "mal-mok" and "ppu-mok" trends into a product format.

An Orion official stated, "As various texture reform trends, such as soaking in milk, sprinkling on desserts, and freezing, spread among younger demographics, we expect the popularity of products that are particularly well-suited for taste decorating to continue."

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*This content was translated by AI.