Korea’s longest-running gelatin jelly brand My Gumi launched by Orion Corp. in 1992 has recently gained popularity in China, surpassing 100 billion won ($77.6 million) in sales as the product with fruit juice inside the chewy jelly is captivating Chinese consumers.

According to the company on Tuesday, the brand’s cumulative sales in China exceeded 100 billion won at the end of last year, four years after launch in 2019. Last year, Orion jelly sales in China reached 47.9 billion won, up 80 percent on-year. This year, the company already sold 39.5 billion won worth of jelly through May and is expected to surpass 100 billion won by the end of the year. In response to the growing demand for jelly in China, Orion is preparing to expand its jelly production line.

The Chinese jelly market is dominated by local company Wang Zi with QQ Tang, which accounts for more than 80 percent of the market, but Orion has steadily increased its market share, achieving 18 percent last year. The launch of My Gumi Kernel in 2021, which tastes, looks and feels like the real thing, has been credited with the company’s rapid sales growth in China.

My Gumi Kernel has a texture and flavor that cannot be found in conventional jelly because they contain fruit juice inside the chewy jelly, according to sensory evaluators. The manufacturer has been recognized for its differentiated products by completing local patent registration for its manufacturing technology, and sales growth has been high as it continues to launch new fruit flavors preferred by local consumers, such as lychee and passion fruit flavors.

In 2019, Orion entered the Vietnamese jelly market after entering China. In Vietnam, My Gumi’s unique sweet and sour flavor, chewy texture and fruit-shaped shape have made it popular among children.

Orion plans to build a jelly production facility in Russia in the second half of this year to tap into the market.

“Based on Orion’s 30 years of know-how in making jelly, we plan to introduce products that reflect the flavors and textures preferred by locals in Russia after China and Vietnam,” said a company official.

By Choi Jae-won and Minu Kim

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