Why the Limited Edition ‘촉촉한 황치즈칩’ is Selling for 40,000 Won: A Deep Dive into the Hype

Trend Report is a bite-sized series that spotlights lifestyle trends spreading fast on social media and in everyday life.

Episode two zeroes in on the limited-edition snack that sparked a sellout frenzy: Chokchokhan Hwang Cheese Chip.

Chokchokhan Hwang Cheese Chip is a limited-edition sister to Orion’s Chokchokhan Choco Chip. Think a moist cookie studded with sweet-and-salty Hwang cheese chunks—rich in cheese flavor with a satisfyingly dense, chewy bite.

Buzz spread quickly online, stores ran out, and the item was pulled from shelves for a time.

As shortages continued, prices jumped. The regular retail price was 4,480 KRW (about $3.36), but resale listings drove the cost up. On the 24th, Coupang showed a 16-pack listed for 48,500 KRW (about $36.38)—roughly ten times the normal price.

Meanwhile, Daiso briefly sold the product for 2,000 KRW (about $1.50). When word spread that some locations still had stock, those stores experienced temporary sellouts as well.

Analysts say the price surge reflects the scarcity principle: the harder an item is to find, the more consumers tend to value it.

Following repeated consumer requests, Orion says it will relaunch the snack in April.

Fans are watching to see whether Chokchokhan Hwang Cheese Chip can ride the hype again after the relaunch.

See the video for the full scoop.