From Domestic to Overseas... CJ CheilJedang Leading Food Culture Trends

CJ CheilJedang Hetbahn. / Photo by CJ CheilJedang

CJ CheilJedang is a comprehensive food company that holds the most number one brands among domestic food companies. Expanding its reach beyond Korea to overseas markets, it is accelerating the global expansion of 'K-Food.' This year, based on the group's four major growth engines, C.P.W.S (Culture, Platform, Wellness, Sustainability), it plans to secure future growth drivers by actively entering countries where it has not yet expanded and continuing growth centered on seven global strategic products such as dumplings, processed rice, and K-sauces.

In particular, Hetbahn, launched in 1996, is regarded as the product that opened the door to the domestic packaged rice market and ignited the formation of the home meal replacement (HMR) market. The key to its success was the proactive investment and technological innovation made 20 years ago, when the concept of 'buying rice to eat' did not even exist, laying the foundation for creating future food sources and growth.

CJ CheilJedang Hetbahn has expanded its home meal lineup to be richer and more diverse by adding grain-based protein recently, following white rice, multigrain rice, cup rice, nutritious rice, fried rice, rice balls, and porridge. Through these continuous efforts and challenges, it maintains its undisputed number one position as the leading instant rice brand in Korea.