CJ CheilJedang’s bibigo Gimbap Sales Rise 59% in U.S. as Mainstream Retail Presence Expands

CJ CheilJedang is rapidly expanding its bibigo gimbap business in the United States, increasing sales by 59% year-over-year in the January-July period, according to the company. Since December 2024, bibigo gimbap has been available in major retailers such as Kroger, Albertsons, Food Lion, Cub, and Meijer, now reaching 10 mainstream U.S. retail chains.

The product is now sold in 4,734 stores, a 145% increase from 1,924 locations last year. CJ CheilJedang views the U.S. as a crucial market for gimbap, aiming to position it as a convenient everyday meal, similar to sandwiches and burritos. The company sees the portable nature of gimbap, along with its familiar ingredients, as appealing to American consumers trying Korean food for the first time.

The company currently offers two flavors, Bulgogi and Spicy Bulgogi, with plans to expand the lineup with additional Korean-inspired flavors. CJ CheilJedang is also investing in consumer marketing to highlight the authentic Korean identity of gimbap through its "OG Recognizes OG" campaign in Los Angeles and collaborations with K-food creator Danny Kim, who has a significant following on TikTok and YouTube.

The company plans to continue adding retail partners, increasing consumer engagement through digital content and local creator collaborations, and expanding its product portfolio beyond the current Bulgogi and Spicy Bulgogi varieties. The company believes the U.S. has strong growth potential for gimbap, driven by increasing interest in Korean food and a preference for convenient meals among American consumers.