Salmon sushi, spicy tteokbokki flavors heat up South Korea's fresh potato chip market

Orion's 2026 new-harvest Pocachip and Swingchip products [Orion]

Competition in South Korea's fresh potato chip market is intensifying this summer as the new-harvest season gets underway, with snack makers consistently rolling out spin-off products based on their most popular chip lines.

The global potato chip market is expected to maintain its growth trajectory, driven by a pullback in dining out amid high inflation and a rising "home beer" trend — the habit of enjoying a casual drink at home.

According to Mordor Intelligence, the global potato chip market is projected to reach $59.67 billion this year and grow to $80.25 billion by 2031, a compound annual growth rate of 6.12 percent. Asian countries are forecast to be among the fastest-growing markets.

The growth potential of the domestic market is also reflected in brand market share. While Lay's dominates globally as the top potato chip brand by a wide margin, it has failed to claim the No. 1 spot in South Korea — one of only a handful of markets, along with Vietnam, where it does not lead. Homegrown brands such as Orion's Pocachip and Nongshim's Potatochip have held their ground against foreign competition.

Domestic brands hold a particular edge in the fresh-cut chip segment — thin-sliced potatoes fried immediately after cutting. According to retail sales data by product category from the Food Industry Statistics Information System, Orion's Pocachip led all chip brands in 2024 with sales of 109.7 billion won ($73.7 million), followed by Nongshim's Potatochip at 49.8 billion won and Haitai's Honey Butter Chip at 37.7 billion won.

Nongshim's Potatochip Yeoptteok Rosé flavor product image [Nongshim]

Orion's Pocachip launches its new-harvest edition every June, using potatoes grown in Boseong in South Jeolla Province, Dangjin and Yesan in South Chungcheong Province, and Yanggu in Gangwon Province from June through October. The company has contracted with more than 300 farming households across 24 regions nationwide and plans to use about 15,000 tons of potatoes to produce Pocachip and Swingchip this year.

Nongshim's Potatochip teamed up with the Dongdaemun Yeoptteok tteokbokki chain on June 22 to launch Potatochip Yeoptteok Rosé flavor. Since 2023, the company has been incorporating restaurant brands and menu items into its Potatochip line through a project it calls the "Pochuline Guide." The Potatochip K-Seasoned Chicken flavor, released last October, sold 1 million bags within two weeks of its launch.

Haitai Confectionery has been collaborating with Japanese chip maker Calbee. The partnership's most iconic product remains Honey Butter Chip, which caused a nationwide craze in 2014. In 2024, the two companies added a Calbee Original potato chip to the lineup. On July 5, Haitai introduced a salmon sushi flavor combining salmon and wasabi. Since last month, it has also been selling a yellow cheese butter fresh potato chip in collaboration with GS25.

"As a culture of trying and sharing new flavors on social media spreads, interest in unusual-flavored chips and collaboration products is also growing," an industry official said. "Limited-edition and collaboration product launches will continue going forward."

siuu@heraldcorp.com