Young consumers are still snacking, but the way they choose their foods is changing rapidly. Flavor alone no longer decides the purchase—today’s youth are increasingly interested in how products are made, the cooking methods used, and whether they align with a modern, fast-paced lifestyle. Recognizing this shift, Orion Vietnam has officially launched YeGam, a potato snack line that is baked rather than fried, after more than two decades of proven success in South Korea, where it ranks among the top 8 snack brands. This baked preparation method allows the potatoes to retain a satisfying crispiness while offering a lighter, less greasy feel compared to traditional fried snacks. The natural baked potato flavor comes through more clearly in every bite, while the distinctive ripple design enhances crunch and provides a premium texture reminiscent of high-end crackers. Even the name YeGam reinforces the positioning: “Ye” evokes the original, natural essence, while “Gam” comes from “Gamja” (Korean for potato), together communicating a snack that celebrates real baked potato taste and a fresh sensory experience.
In Vietnam, YeGam is initially offered in two flavors—Original and Kimchi—the latter adding a spicy, savory twist that appeals to young consumers’ taste for trendy Korean cuisine. Early market response has been highly encouraging: within the first week, approximately 5 out of every 10 shoppers in stores were considering or selecting YeGam for their snacking needs. This reflects a broader trend among younger consumers: they are not abandoning snacking habits, but they are becoming more mindful and intentional about their choices. They still crave familiar textures and satisfying mouthfeel, yet they increasingly care about how snacks fit into their lifestyle and what values they represent. YeGam positions itself precisely at this intersection—delivering the crunch and satisfaction of a snack while offering a modern, baked alternative that prioritizes natural flavor and a lighter eating experience, moving beyond taste alone to create a more meaningful choice for today’s discerning young generation.
