Not Sushi but 'Ginpa'... Kimbap Sold Out in Japan Following the US Success

Kimbap, the soul food of Koreans, is eyeing not only the U.S. market but also the Japanese market. As the trend of premiumization and diversification sweeps through kimbap, new menu items such as 'Keto Kimbap' and 'Salad Kimbap' are being launched one after another. Some companies, sensing the popularity of kimbap in Japan, have adopted localization strategies to capture the Japanese palate.

'Norimaki' is incorrect; it is 'Gimpa (キムパプ)'. (Source: CJ Newsroom)

According to the industry on the 25th, frozen kimbap directly imported from Korea has been stocked in the U.S. grocery chain Trader Joe’s, and Korean-American TikToker Sarah Ahn posted a video heating and tasting the frozen kimbap, which recorded explosive views. Proving this interest, the initial shipment of 250 tons, equivalent to millions of kimbap rolls, sold out completely, and tens of thousands of videos praising the frozen kimbap after microwaving it for 2 minutes have been uploaded on TikTok and Instagram.

Now, the popularity of kimbap is proven not only in the U.S. but also in Japan. CJ CheilJedang first introduced 'Bibigo Frozen Kimbap' in Japan last March, and it is available in about 2,000 stores including AEON, Japan’s largest supermarket chain. More than 200,000 units were sold in the first month after launch, and cumulative sales reached about 600,000 units by the end of July. A consumer promotion held at Costco in September to celebrate the new product launch continued the streak of sold-out sales.

Until just a few years ago, in the Western world, kimbap was compared to Japanese sushi and called 'Korean sushi' or 'California roll.' But now, Korean kimbap is known worldwide as 'KIMBAP' or 'Kinpa (キムパプ).' This reflects the elevated status of Korean kimbap.

So when was kimbap first introduced in Japan? In 2019, a Japanese household goods company, Company M, launched frozen kimbap for the first time. After being featured on a Japanese information program, the product caused a nationwide sell-out and was even selected as a 'trending product of 2019.'

Since then, the popularity of Korean-style kimbap in Japan has steadily increased. Manufacturers labeled their products as 'Kinpa (キムパプ)' on the packaging to distinguish them from Japanese-style sushi rolls called 'Norimaki.' Some even used the Korean word 'Kimbap' in Hangul. Additionally, 'Kimbap-flavored furikake' was also released.

Sensing the kimbap craze in Japan, CJ CheilJedang’s Japanese branch launched three flavors of frozen kimbap under the Bibigo brand last March. Produced locally in Japan, the three varieties?vegetable, bulgogi, and kimchi cheese?were priced between 500 and 550 yen and gained tremendous popularity immediately after launch.

The popularity of kimbap is partly due to it being a dish that contains a balanced variety of ingredients. Recently, as premiumization and diversification trends have spread to kimbap, various products such as 'Keto Kimbap' and 'Salad Kimbap' have been introduced. The perception of kimbap has evolved beyond being an inexpensive and simple food to being recognized as a healthy and nutritious meal. Moreover, kimbap seems to be gaining popularity overseas, including in the U.S., riding the wave of health foods and vegan diets.