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The First Sandwiched Biscuit in Korea

Sando is the first sandwiched type biscuit in Korea, developed by the deceased Mr. Yoon Tae-Hyun, the founder of Crown Confections, only using homegrown techniques. Its popularity is so legendary that snack merchants would spend the night in line outside the factory to put their hands on some stock, and the US soldiers were said to prefer Crown Sando to the biscuits in army supplies shipped from their homeland. During its beginning in 1956, the product packaging included the English logo with the focus to make the product more recognizable, and to highlight the fact that Sando was a premium biscuit like those enjoyed in the west. Its original square shape changed in the 80s, into a round one that we know as of now, and then in 1985 into a more comforting design suitable to be enjoyed at a family setting.

Crown replaced Sando’s packaging with recycled materials in 1995, bringing back the retro feel of the early product, as part of the company’s continuing efforts to refresh its products according to the changing trends and current needs of the consumers. When it was pointed out that ‘Sando’ is a Japanese pronunciation, we changed the name to ‘Crown Sand’ in 1993. However, the household brand name had be later re-instated since the familiar name could not be given up so easily. The origin story of developing Sando biscuits after a series of trial and error was dramatized in the TV drama ‘Gookie’ in 1999, which goes a long way to show the place of Sando in the history of Korean baked goods industry.

Crown Sando is the company’s representative product with its longevity and history as the best-selling product. Sando has been firmly placed as one of the nation’s favorite biscuits, fondly remembered by aged customers and enjoyed by the young for its soft and comforting taste.

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