CJ CheilJedang steams sticky rice for global expansion
JINCHEON, North Chungcheong Province — CJ CheilJedang, which introduced the country’s first microwavable steamed rice bowls under the Hetbahn brand in 1996 and has dominated the market since, is accelerating exports to promote healthier diets for global consumers. Hetbahn now exports to 60 countries, with the United States the largest market. The rice bowls were rebranded as Bibigo and entered…
JINCHEON, North Chungcheong Province — CJ CheilJedang, a company that launched the first microwavable steamed rice bowls under the Hetbahn brand in 1996 and has since been the market leader, is ramping up its global expansion efforts to promote healthier diets to consumers worldwide. Hetbahn currently has a presence in 60 countries, with the United States being its largest market.
The rice bowls were rebranded as Bibigo and were introduced to the American market in 2017. Globally, Hetbahn's exports accounted for 15 percent of its total sales in the past year, up from 8 percent in 2021, with an average annual growth rate of 30 percent during that period. CJ CheilJedang is positioning rice as a "better carbohydrate" compared to bread as part of its global strategy.
The company referenced global market research agency Mintel, which found that 34.6 percent of American consumers who buy rice view it as a "healthier option." This perception extends beyond Asian cuisines like fried rice or sushi, as Americans also incorporate rice into Western dishes such as chicken, steak, burritos, or rice bowls. The share of Americans who consume rice at least once a week has risen to 45 percent.
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- CJ CheilJedang steams sticky rice for global expansion koreatimes.co.kr
