[Distribution Hot People] "This Year, We Will Captivate Housewives with Specialty Kimchi and Small-Size Kimchi"

Interview with Lee Young-jin, Team Leader of CJ CheilJedang Bibigo Kimchi Marketing
Kimchi Embraces 'Untact Trend'... Competing with Online and Small-Size Products
Introducing Seasonal Limited 'Yeolmu Mul Kimchi' Amid Expansion of Specialty Kimchi Market

[Asia Economy Reporter Choi Sunghye] "There are trends even in the kimchi market. This year, following the untact (contactless) trend, we have focused on small-portion convenience container kimchi products that are great for camping, travel, and outings. As the number of consumers wanting to enjoy kimchi with various ingredients and flavors easily has increased, we are also concentrating on developing and selling specialty kimchi products."

The food industry's top company CJ CheilJedang's 'Bibigo Kimchi' is the fastest-growing kimchi brand over the past four years. Since its launch in 2016, its market share has sharply grown from about 15% to around 38%, and sales have more than tripled compared to four years ago. The rapid growth is backed by the relentless research and efforts of the kimchi marketing department. This department is responsible for concepts, packaging, and planning exhibitions. Lee Youngjin, the team leader who has been in charge of marketing for eight years since 2013, said, "July and August are peak vacation seasons with demand concentrated, and sales are about 30% higher than usual, so we are making every effort to expand our position in the kimchi market."

Team leader Lee explained, "Recently, following the untact trend, we completed a renewal by renaming the small-portion convenience container product to ‘Bibigo Danji Kimchi.’" This product is gaining popularity mainly among single-person households and dual-income families because there is no need to cut the kimchi or transfer it to a bowl. While the previous packaging had a traditional design, it was changed with colors and illustrations that suit the sensibilities and lifestyles of the 20s and 30s generation. This product was also recognized for its excellent container design by winning the Brand & Communication category at the globally prestigious ‘Red Dot Design Award.’ Additionally, in response to the increasing trend of online purchases, a consumer-customized Bibigo Kimchi online mall exhibition is currently underway.

They have also launched new specialty kimchi products in the rapidly growing market. The packaged kimchi market, worth about 280 billion KRW, is broadly divided into categories of whole cabbage kimchi, sliced cabbage kimchi, and other specialty kimchi made from ingredients other than cabbage, and its size is increasing every year. This year, as of the cumulative total in May, it has grown more than 20% compared to the same period last year and continues to expand.

Team leader Lee stated, "Especially as consumers wanting to easily enjoy specialty kimchi with various ingredients and flavors such as young radish and green onions besides cabbage are increasing, we have launched the summer seasonal limited new product ‘Bibigo Yeolmu Mul Kimchi.’" This product features the fresh and crunchy texture of seasonal young radish and a clean, refreshing broth taste. It uses fine red pepper powder and red chili peppers to avoid heaviness, and it contains Bibigo Kimchi’s unique specialty fish sauce and pureed pear to create a deep umami flavor. When paired with thin noodles, it allows you to easily enjoy the summer specialty dish ‘Yeolmu Mul Guksu.’

On the other hand, there are concerns. Since mid-March to April this year, the low-temperature phenomenon during the cabbage planting season has caused poor cabbage crop conditions for the second half of the year. Low temperatures during the planting season cause poor germination, growth, and establishment. Team leader Lee said, "Since the quality of raw materials significantly affects the taste of packaged kimchi, all related departments including research, production, and purchasing are working harder to strengthen quality."

Team leader Lee emphasized, "I believe we must play a role in making kimchi, Korea’s representative traditional food and a flagship K-food product, delicious and convenient for anyone to enjoy anytime and anywhere." She added, "We always keep in mind the symbolism of the product and continuously collaborate and strive with related departments to achieve the world’s best quality." She continued, "In the near future, we will make sure that when people around the world think of ‘kimchi,’ CJ Bibigo comes to mind."

This content was produced with the assistance of AI translation services.