CJ CheilJedang Partners with Vietnam's Top Retail Network to Target Consumers with "CJ Zone"

Sales in Vietnam Grow Sevenfold in Ten Years of Market Entry
Product Portfolio Diversifies from Frozen and Refrigerated Foods to Shelf-Stable and Processed Meats

On April 27, CJ CheilJedang announced that it would expand its collaboration with "Bach Hoa Xanh," the supermarket chain under Vietnam’s largest retail group, Mobile World Group (MWG). Bach Hoa Xanh is the country’s largest distribution channel, operating over 2,700 stores nationwide.

CJ CheilJedang currently sells Bibigo dumplings, kimchi, seaweed, and roll products through Bach Hoa Xanh. The average annual sales growth rate in this channel over the past four years has been about 20%.

Officials who attended the signing ceremony of the "Agreement for the Expansion of K-Food and Leadership in the Processed Food Market," held on the 23rd in Hanoi, Vietnam, are posing for a commemorative photo. From the left, Jaebum Cho, Head of Food APAC Division at CJ CheilJedang; Junggwan Kim, Minister of Trade, Industry and Energy; Van Tuan Ngo, Minister of Finance of Vietnam; Duc Thai Nguyen, Chairman of MWG. Provided by CJ CheilJedang.

Through this partnership, the two companies will pursue the joint development of processed foods tailored to Vietnamese consumption trends, the advancement of food safety and quality management systems, investment in refrigerated and frozen infrastructure, and the expansion of joint online and offline marketing. In particular, they plan to operate a "CJ Zone" within the Bach Hoa Xanh application and strengthen experiential marketing, such as K-Food Festivals.

The signing ceremony was held in Hanoi, Vietnam, on the 23rd (local time). The event was organized in conjunction with the Korea-Vietnam Business Forum and was attended by Jaebeom Cho, Head of Food Asia-Pacific at CJ CheilJedang, and Duc Dai Nguyen, Chairman of Mobile World Group (MWG). The presence of officials from both governments further underscored the significance of the partnership.

CJ CheilJedang entered the Vietnamese market in 2015 through its milling business and has since expanded its operations through mergers and acquisitions (M&A) and the establishment of production bases. As a result, last year’s sales increased by about seven times compared to 2016. The company has already secured the top position in both the dumpling and kimchi markets.

A local consumer is examining CJ CheilJedang Bibigo Kimchi products at Park Hwasan store in Tan Phu area, Ho Chi Minh. Provided by CJ CheilJedang.

The company stated that, with this partnership, it plans to expand its market presence beyond the southern region to the north and smaller provincial cities. In addition to frozen and refrigerated products, the company will broaden its product lineup to include shelf-stable items such as noodles and snacks, as well as processed meat products, thereby strengthening its presence at the local dining table.

A CJ CheilJedang representative said, "Our partnership with Bach Hoa Xanh, which is leading innovation in Vietnam’s retail market, will serve as an important stepping stone for Bibigo to become a ‘national brand’ in Vietnam. Going forward, we will continue to lead the market paradigm and expand K-Food by offering products and services optimized for the lifestyles of local consumers."

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