Orion’s new product ‘Guoziguodian’, launched in China, has officially been recognized for its product excellence, solidifying its position as a leading K-jelly brand beyond Korea and into the Chinese market. Orion is focusing on strengthening its business capabilities in China by expanding its product portfolio and developing specialized retail channels.
Apr 30th, the ‘7th iSEE Global Food Innovation Awards’ were announced. Orion’s Chinese subsidiary, ‘Hao Li You’, received the Innovation Bronze Award for its filled jelly product ‘Guoziguoxin’ and its new variant, ‘Guoziguodian’.
The iSEE International Awards is a prestigious program that recognizes innovation and creativity in the food industry. Each year, global food companies compete across various categories, including new products, technologies, and marketing strategies. Winners are determined by a panel of industry experts after three rounds of online and offline evaluations spanning seven months. This year, 4,678 innovative products and cases from over 70 countries, including China, Japan, Korea, Europe, North America, and Australia, participated.
‘Guoziguodian’ stood out for its unique concept—a jelly that is peeled before eating—along with its innovative texture and flavor. It was praised as a novel jelly product that replicates the experience of eating real fruit, featuring a dual texture (different inside and out), intricate shapes, and vibrant colors.
This award is expected to boost Orion’s brand recognition and consumer appeal in China, as it signifies global recognition and consumer approval. The filled jelly has already been a hit in China, with cumulative sales exceeding $105 million since 2021. Over the past two years, annual sales have consistently surpassed $35 million, demonstrating steady growth.
Orion’s success in China can be attributed to its localization strategy, regional distribution network expansion, and loyal customer base. A key factor is its focus on small retail vendors, which serve as core sales channels. By aligning with these vendors, Orion has strengthened its market presence.
A Fujian-based vendor noted, “While many candy brands have recently launched new products, most small retailers still prefer classic candies with consistent innovation—Hao Li You is a brand that reliably delivers profits.” Another vendor added, “This year, Hao Li You refreshed its flagship product ‘Guoziguoxin’ with a ‘flower series’ featuring petal-shaped designs, enhancing its appeal and offering consumers a unique experience.”
With its transition to a small retail vendor-focused sales model now complete, Orion aims to boost revenue by targeting snack outlets. The company stated, “We will keep developing competitive products while expanding our presence in snack stores and bulk markets, as well as nurturing specialized vendors to enhance our channel-specific sales strategies.”
