CJ CheilJedang's 'Bibigo Mandu' Enters Australia's Largest Distribution Channel

Sales at Over 1,000 'Woolworths' Stores
Local Production Planned Within Q3
Targeting AUD 300 Billion Annual Sales in Australia by 2027

CJ CheilJedang is accelerating the expansion of the ‘K-Food new territory’ by making a full-scale entry into the main market in Australia.

CJ CheilJedang, Three Types of Australian Dumplings

CJ CheilJedang announced on the 10th that starting this month, it has begun selling Bibigo dumplings at all 1,000 stores of Woolworths, Australia’s largest supermarket chain.

The dumpling products introduced this time come in three varieties: vegetable, kimchi, and shrimp. Initially, products manufactured in Korea and Vietnam will be exported to Australia using the C2C (Country to Country) method. Later, in the third quarter of this year, local production facilities will be secured to launch dumplings with meat as the main ingredient, such as pork, chicken, and Korean barbecue.

CJ CheilJedang aims to increase its Australian food business sales to around 300 billion KRW annually by 2027, spearheading with global strategic products (GSP) such as dumplings, P-rice, and kimchi. Furthermore, leveraging the know-how gained from successfully introducing K-Food in the U.S. and production capabilities in Japan and Vietnam, the company plans to build a differentiated portfolio unique to Australia and grow into a ‘leading Asian food company’ encompassing ‘K-Food.’

Following the official launch of Bibigo dumplings and securing brand awareness, CJ CheilJedang will gradually introduce global strategic products such as kimchi and K-sauces. Alongside this, to allow more consumers to experience K-Food, the company plans to explore collaborations not only with conventional distribution channels like supermarkets, convenience stores, and online platforms but also with local restaurants and ready-meal providers. The company will also actively expand its overall Asian food business. It will enter the ‘Wrapped Food’ category, including Southeast Asian-style rolls and dim sum produced in Vietnam, and target the approximately 2 trillion KRW Australian functional beverage market by introducing products like Micho, which has been successful in Japan.

CJ CheilJedang established a sales corporation in Australia in 2019 and pioneered new distribution channels centered on Asian markets, achieving an average annual growth rate of over 26% during the four years from 2019 to 2022. Australia, where 17% of the total population is Asian, is geographically close to Asian countries and has a high income level, making it a key country for the ‘K-Food new territory expansion.’ While fresh foods have a high domestic consumption ratio, frozen foods rely heavily on imports, which is also a positive factor.

A CJ CheilJedang official said, “The K-culture wave has been intensifying in Australia over the past few years,” adding, “Based on Chairman Lee Jae-hyun’s philosophy of globalizing Korean food culture, we will accelerate the ‘K-Food territory expansion’ like a spider web, led by the ‘Bibigo’ brand.”

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