Choco Pie and the Korean Spirit of 'Jeong 정 (情)'

Among the many popular Korean snacks, Choco Pie stands out as more than just a sweet treat. To Koreans, this small chocolate-covered cake holds a deeper meaning—it carries "jeong (情)", the Korean sense of deep emotional connection and affection.

1. Birth of Choco Pie and Its Korean Identity

Launched in 1974 by Orion, Choco Pie became Korea’s first snack cake. At a time when bread and chocolate were considered luxuries, Choco Pie was created to offer warmth and kindness through food.

▲ A graphic describing how Choco Pie symbolizes 'Jeong' — affection, sharing, and emotion.

From its early days, Choco Pie became a popular gift between parents and children, coworkers, and students—a sweet way to say “I care.”

2. A Snack with a Message: Sharing Jeong

• In the military: Parents send boxes of Choco Pie to their enlisted children as a form of love and support.
• During holidays: Companies include them in gift packages to express appreciation.
• Among students: A friend handing over a Choco Pie during exams often says, “You got this.”

This humble snack evolved into a non-verbal way of sharing affection and encouragement.

3. Choco Pie in Inter-Korean Relations

In the early 2000s, South Korean companies gave Choco Pies to North Korean workers at the Kaesong Industrial Complex. The gesture was simple but powerful—many North Korean workers treasured them enough to secretly bring them home to their families.

▲ An illustration reflecting the emotional impact of Choco Pie across the Korean border.

This story turned Choco Pie into more than a snack—it became a symbol of peace, sharing, and empathy between people.

4. Marketing 'Jeong' Through Choco Pie

Orion used the slogan “Choco Pie 情” in its marketing, emphasizing the emotional connection behind the product. The packaging and ads focused on comfort, gratitude, and human bonds.

5. Foreigners Experience Korean Jeong

Many foreigners say they were moved when Koreans gave them Choco Pies—not just because it was free, but because they could feel the warmth behind the gesture.

▲ A foreigner receiving Choco Pie as a token of hospitality—experiencing Korean 'jeong' firsthand.

6. Choco Pie as a Symbol of Korean Hospitality

Choco Pie is no longer just a snack. It is now part of Korean hospitality:

• Served to guests as a welcome treat
• Included in care packages for friends and coworkers
• Given in moments that matter—when words aren’t enough

Conclusion

Choco Pie carries many silent messages: “Take care,” “I’m cheering for you,” “You matter.” For Koreans, giving a Choco Pie is often a quiet way to share warmth and humanity.

Next time you enjoy one, you might just be tasting a piece of someone’s jeong (情).