Orion's Choco Songi Matcha: Why This Limited Edition Became a Must-Have Regular Product

When a limited-edition snack becomes a permanent product, it’s a clear sign of strong consumer support and market validation. On the 9th, Orion announced it will bring back Choco Songyi Matcha—originally launched as a limited edition in last October and sold out quickly—and begin selling it year-round. The treat moved more than 1,000,000 units in a brief launch window and sparked major buzz.

Today’s consumers care about more than just flavor—they respond to scarcity and visual appeal too. Choco Songyi Matcha tapped right into that. It pairs a bold matcha taste with the familiar mushroom-shaped silhouette of Choco Songyi, complete with a green, cap-like top. The initial limited supply created urgency, and word-of-mouth across social platforms fueled the sell-out frenzy.

Shifting perceptions of matcha also helped pave the way for a full launch. Once viewed as a niche obsession for a small group, matcha has gone mainstream and now resonates with a wide range of ages. Even after the limited run ended, consumers kept asking Orion to make it a permanent offering.

The product’s composition offers a distinct appeal, too. Orion highlights the balance between deep, authentic matcha and a cocoa biscuit base. The contrast between the green matcha “cap” and the dark cocoa biscuit not only tastes delicious but makes the snack visually fun as well.

An Orion spokesperson said the move to a permanent release was possible thanks to the global matcha trend and the enthusiastic support from consumers.

Orion has been quick to incorporate trending flavors into its portfolio. Reflecting strong matcha demand, the company rolled out three matcha-themed releases last month timed for the season of outdoor activity. Notable examples include 'Turtle Chips Matcha Choco,' 'Tokping Matcha Blossom,' and 'Choco Chip Cookie Matcha Latte,' giving consumers more variety.

Using limited releases to gauge demand before committing to a permanent launch helps companies reduce risk—and it gives shoppers the satisfying feeling that their feedback matters. Choco Songyi Matcha’s move to year-round sales is a textbook example of that consumer-company conversation producing a real result.