Bibigo Frozen Gimbap Sales Jump 59% in U.S. as Store Count Soars

Frozen Korean gimbap, known as Bibigo, has seen a massive surge in sales in the United States, surging by 59% in the first half of this year compared to the same period last year. This boom in popularity is accompanied by a significant increase in the number of retail locations carrying the product, which rose 145% from 1,924 stores last year to 4,734 stores currently.

This remarkable growth has been fueled by the product's entry into major U.S. retailers such as Kroger in December 2024, followed by expansion to other retailers like Albertsons, Food Lion, and Meijer.

The success of Bibigo gimbap can be attributed to its dual appeal of convenience and health. Each gimbap contains 12 grams of plant-based protein, catering to the demand of U.S. consumers seeking a nutritious meal. Its convenience, including being eatable without utensils, has also resonated well with consumers. Global cumulative sales of Bibigo frozen gimbap have exceeded 8 million units, and media coverage, including a spotlight in The Washington Post and a popular Korean variety show, have further boosted its popularity.

CJ CheilJedang, the company behind Bibigo, has been actively working to solidify its supply chains and develop localized marketing strategies. They have established an automated frozen gimbap production facility to ensure product consistency and hygiene standards. In the United States, the company is running the "OG" campaign, collaborating with influencer Danny Kim to boost brand recognition.

Meanwhile, Pulmuone, another major player, is also achieving strong results in the Chinese market, with sales rising 16% year-on-year and cumulative sales surpassing 5 million rolls. The increased popularity of gimbap is also driving the export of its key ingredient, dried seaweed, with South Korean seaweed exports reaching approximately $479 million in the first eight months of the year.