Orion announced on the 12th that it's refreshing the packaging of its iconic snack, Ojingeo-ttangkong (Squid Peanut), to celebrate the product's 50th anniversary. The redesign leans into the brand's five-decade legacy while making the snack feel fresher and more approachable to younger consumers.
The new look preserves the classic layout but boldly stamps \"Original for 50 Years\" on the front, ensuring the product pops on shelves. Orion refreshed the visuals so shoppers can recognize the brand at a glance.
The company also made thoughtful design tweaks. They added imagery of roasted peanuts to spotlight the snack's core ingredient and reworked the squid-strip pattern on the surface to resemble a smiling face, giving the packaging a playful, witty vibe.
Launched in 1976, Ojingeo-ttangkong has long been beloved for its distinctive production method. Orion still coats each peanut with a thin dough shell 28 times before baking. That repeated layering builds a dense, net-like structure inside the snack, creating its unmistakably crisp texture.
The brown streaks many people notice on the snack's surface come from the thinly sliced squid added during the final production stage. The fact that the product uses real squid—true to its name—recently resurfaced online and sparked renewed conversation.
Ojingeo-ttangkong has enjoyed a social-media renaissance. A viral trend called the \"O-ttang expression game\"—where people use the surface pattern to make different facial expressions—helped the brand expand its audience from mostly 50-plus shoppers to many in their 20s and 30s.
Orion has leaned into that momentum to strengthen ties with younger fans. The brand shared stylish Instagram content comparing Ojingeo-ttangkong to the New Year's sunrise and the Supermoon of Jeongwol Daeboreum (the traditional Korean first full moon), drawing thousands of comments and strong engagement.
To mark its 50th, Orion plans a series of participatory events inviting consumers to share memories tied to the snack. The goal is to celebrate the past half-century together with fans and deepen brand interaction.
An Orion spokesperson said, \"Ojingeo-ttangkong has been part of people's daily lives for 50 years, so we're making this anniversary about sharing those memories with consumers.\" They added, \"We'll preserve the brand's cross-generational appeal and expand touchpoints with younger audiences as we prepare for the next 50 years.\"
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