Orion’s 27-Year-Old Snack ‘Oh! Gamja’: The Originator of ‘Dip-and-Eat’ Culture
Creatrip Team
21 days ago
Orion’s potato snack Oh! Gamja, launched in 1999 as a hollow stick-shaped chip, celebrates its 27th anniversary. Known for its crisp-yet-melting texture and distinctive hole-through design, the brand reshaped how people enjoy potato snacks. In 2004 Orion introduced Oh! Gamja Dip—the first Korean snack packaged with a sauce—popularizing the ‘jjik-meok’ (찍먹, a Korean neologism meaning “dip-and-eat”) trend. Renamed in 2017 to appeal to younger consumers, the dip varieties now account for a large share of sales. Localized flavors helped Oh! Gamja succeed abroad: sold in China since 2006 as “Ya! Tudou (呀!土豆),” it became a top seller there, earning over 256 billion KRW last year through region-specific flavors like tomato, steak, honey butter, and chicken. Vietnam and other markets also feature tailored products. Recently, Orion launched a butter-garlic fry-flavored Oh! Gamja designed to mimic dipping fries, tapping into MZ-generation trends and social media “fries meetups.” Orion positions Oh! Gamja as a cultural and experiential brand built around dipping and sharing, with plans to keep expanding flavor and concept innovations globally.
