The purpose of this study is to assess the applicability and development of the "Country of Origin" concept on literature found in the Scopus database. By searching for the keywords "Country of origin" in the Title, Keywords, and Abstract fields, we were able to locate 247 articles from the time period (2018–2023). Based on bibliometric analyses, 658 writers were found for this work, with Santangelo G.D. being the most well-known of them all. There are the most publications in 2018 overall. The United States, the United Kingdom, and Australia were the three most productive nations. Journal of International Business Studies was the journal with the most current content. VOS Viewer software is used to perform analysis and visualisation. The comprehensive review of country of origin as a cutting-edge instrument for consumer interaction provided by this bibliometric study aids scholars, practitioners, and marketers in understanding the significance of country of origin and its implications. The concept of "Country of Origin" is new and is still in its infancy. As a result, Indian research on Country of Origin is somewhat underrepresented in the global perspective.