Orion expands Custard cake lines in Korea, Vietnam and India to 300 billion won capacity
In short
Orion said on 22 October that it has added production lines for its Custard (카스타드) cake in South Korea, Vietnam and India. Global capacity now stands at up to 300 billion won a year, about twice the brand's 154 billion won in global sales last year, according to most outlets.
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Orion said on 22 October that it has expanded production lines for its Custard cake in South Korea, Vietnam and India to meet growing demand at home and abroad. The company added a domestic line last month, and new lines in Vietnam and India recently started operating. Global Custard production capacity is now up to 300 billion won a year. [ 1 , 2 , 3 , 4 ]
Asia Economy, Newsis and Yonhap put the new capacity at about twice last year's global Custard sales of 154 billion won. Chosun Ilbo gave the ratio as about 1.9 times last year's sales. [ 1 , 2 , 3 , 4 ]
Custard was first launched in South Korea in 2004. Asia Economy and Newsis said it has grown into one of Orion's global pie brands alongside the Choco Pie. Global combined sales last year rose 14% from the year before to 154 billion won, and 76% of the total came from overseas markets such as China, Vietnam and India. Sales kept growing at a double-digit rate through September this year. [ 1 , 2 , 3 , 4 ]
Orion develops products for local tastes through the global research institute at its Korean headquarters, according to the reports. In Vietnam it sells flavours including original, tiramisu, raspberry, egg lava, low-sugar and melon, as well as a version made with 'com' (꼼), described as young glutinous rice processed in the traditional Vietnamese way. Asia Economy and Chosun Ilbo added that it is also eaten there as a breakfast substitute for children before school. [ 1 , 2 , 3 , 4 ]
In China, the product is promoted for its soft cake texture and cream filling, and in India Orion is targeting premium dessert demand among young consumers in big cities. Chosun Ilbo reported that India was first supplied with Custard made by the Vietnam unit, and that the company built a production line there as local demand grew. It said Orion has sold Custard in India since 2021 and has widened distribution to large retailers, e-commerce and traditional channels. [ 1 , 2 , 4 ]
In South Korea, Custard ranked first by market share in the semi-baked cake segment of the biscuit and cake category in NIQ Korea's retail index survey for January to December 2025. Yonhap reported that Orion is also investing in other production facilities: the Korean unit is building the Jincheon integrated centre for 460 billion won, targeting completion in the second half of next year, and the Russian unit is building a new plant building in Tver. An Orion official said the company would develop Custard as a global brand in line with surging global demand. [ 1 , 2 , 3 , 4 ]
Why it matters
The expansion shows the company is investing in production for a product that, it says, sells mostly abroad. The documents give the company's own figures and statements, with no outside assessment of the investment.
Key facts
- Orion said on 22 October that it added Custard production lines in South Korea, Vietnam and India. [ 1 , 2 , 3 , 4 ]
- The domestic line was added last month, and new lines in Vietnam and India recently began operating. [ 1 , 2 , 4 ]
- Global Custard production capacity is now up to 300 billion won a year. [ 1 , 2 , 3 , 4 ]
- Global Custard sales last year were 154 billion won, up 14% from the year before, and 76% of sales came from overseas markets such as China, Vietnam and India. [ 1 , 2 , 3 , 4 ]
- Sales kept growing at a double-digit rate through September this year. [ 1 , 2 , 3 , 4 ]
- Custard ranked first by market share in the semi-baked cake segment of the biscuit and cake category in NIQ Korea's retail index survey for last year. [ 1 , 2 , 4 ]
Confirmed by several sources
- Orion said it expanded Custard production lines in South Korea, Vietnam and India, raising global capacity to up to 300 billion won a year. [ 1 , 2 , 3 , 4 ]
- Custard global sales were 154 billion won last year, up 14%, with 76% generated overseas, and double-digit sales growth continued through September this year. [ 1 , 2 , 3 , 4 ]
- Custard was first launched in South Korea in 2004. [ 1 , 2 , 4 ]
Still unclear
- How the new capacity compares with last year's sales. Asia Economy, Newsis and Yonhap say about twice last year's sales, while Chosun Ilbo says about 1.9 times.
- How much the new lines cost and how much capacity each country's line adds. The documents do not give the cost of the Custard lines or a country-by-country breakdown of the added capacity.