A Choco Pie is a confectionery treat created and manufactured since 1974 by Orion Confectionery, headquartered in Seoul, South Korea. Similar to Wagon Wheels, a Choco Pie consists of two layers of chocolate-dipped cookies with a marshmallow filling.
The Choco Pie is considered a quintessential Korean treat, similar to the status of the Oreo cookie in American culture. Orion supplies the South Korean military with their Choco Pies, which are given out to soldiers in the Korean military after their first week of basic training in addition to being available in the military store. The pie was introduced to Japan by Morinaga & Co in 1958.
In recent years Orion has used the Choco Pie to gain a foothold in foreign markets, and Orion now controls a two-thirds share of the Chinese cookie market, with a third of Orion's revenue now coming from outside Korea. Whole series of Choco Pies have been sold more than 12.1 billion all over the world.
Orion seeks a share in four major markets - South Korea, Russia, Vietnam and China. The snack has been particularly successful in China, Vietnam and Taiwan. Additionally, it has become a favorite snack of North Korean workers at the Kaesong Industrial Complex and has come to symbolize capitalism. South Korean news reports claim that Choco Pies can fetch as much as US$9.50 on the North Korean black market.
In South Korea, Choco Pie has a strong association with Jeong, which indicates closeness among people in Korea. Its advertisements emphasise the relationship between family members and friends, and its jingle is widely known.