South Korea’s Orion Group is accelerating its global expansion as its flagship snack brand Turtlechip enters South Africa and the United Arab Emirates, giving the company a presence across all five major continents. Orion announced the move on Wednesday, calling it a significant milestone for the fast-growing K-snack category.
This month, Orion began selling three flavors — Corn Soup, Choco Churros, and Caramel Popcorn — in more than 300 premium SPAR supermarkets across South Africa. SPAR operates an extensive retail network in major cities such as Cape Town and Johannesburg.
The expansion follows Orion’s participation in the Africa Food Show held in Cape Town in June, where Turtlechip drew strong interest from local buyers. The snack’s signature four-layered texture and globally appealing flavors helped Orion secure attention from multiple retail partners. In addition to SPAR, the company is currently in talks with two to three other major South African distributors for additional placements.
South Africa is viewed as one of the continent’s most attractive consumer markets, accounting for roughly 15% of Africa’s total GDP. With 61% of the population under the age of 34, the country represents a high-potential market for snack brands targeting younger consumers. The growing global influence of Korean culture — from entertainment to fashion and food — has also boosted demand for Korean packaged snacks, which are increasingly perceived locally as premium products.
Orion is expanding in the Middle East as well. The company has secured distribution across major UAE cities including Dubai and Abu Dhabi by partnering with Dubai-based distributor Golden Star International (GSL). Orion is initially focusing on non-halal supermarket channels, with plans to extend its distribution network to neighboring countries.
Launched in 2017, Turtlechip has become one of Korea’s most globally recognized snack brands. It is currently sold by major retailers such as Costco in the U.S. and U.K., Carrefour in France, and various chains across Asia and Oceania. Orion has continued to build its European presence, recently securing placements in the U.K., Sweden, Iceland, and, most notably, across all Carrefour locations in France.
“The launch in South Africa marks a major gateway for building a K-snack roadmap that now spans Asia, the Americas, Europe, Oceania, and Africa,” an Orion spokesperson said. “We aim to make Turtlechip a globally beloved brand through its unique texture and universally appealing flavors.”
