Accelerating Kimchi Globalization Through Country-Specific Localization
Global Sales Increased by 20% Last Year
CJ CheilJedang is strengthening the global supply capabilities of Bibigo Kimchi and accelerating the expansion of the 'K-Food territory.'
On the 14th, CJ CheilJedang announced that it has introduced two types of locally produced 'Bibigo Sseol-eun Baechu Kimchi' in Australia for the first time and renewed the kimchi previously exported from Korea to Australia.
The locally produced kimchi introduced this time reflects Australian consumers' demand for freshly made kimchi. Until now, only kimchi exported from Korea was available in Australia, but with this product launch, consumers can now enjoy Australian-made kimchi produced with local ingredients. The Australian kimchi is available in two sizes, 400g and 900g, and has been placed in local ethnic markets.
Ten existing export kimchi products have also been renewed. CJ CheilJedang enhanced the texture and achieved optimal fermentation by applying differentiated fermentation technology to keep the kimchi fresh for as long as possible. The renewed products were placed in local ethnic markets in February and have been sold since this month at some Woolworths stores, a leading mainstream channel in Australia.
Cha Yoo-jin, head of CJ CheilJedang Oceania, said, “As part of the globalization of Bibigo Kimchi, we have started local production in Oceania,” adding, “We will take the lead in spreading Korean food culture with the Bibigo brand.”
Along with Australia, locally produced kimchi is also being introduced in North America. To increase sales in the North American market, CJ CheilJedang acquired a local kimchi manufacturer and established its own production capabilities. Bibigo Kimchi recorded a sales growth rate of over 40% in the North American market last year, and plans to actively expand into mainstream channels by launching various new products in the future.
CJ CheilJedang is accelerating the globalization of kimchi by exporting Bibigo Kimchi to more than 50 countries worldwide, including the United States, Japan, Vietnam, Europe, and Australia. Last year, global sales of Bibigo Kimchi increased by about 20% compared to the previous year, showing high growth rates of 31% in Japan and 25% in Europe. In particular, in Vietnam, it has secured an overwhelming market share of 62% in the local kimchi market, and in Europe, it has achieved placement in major channels such as Costco based on stable quality room-temperature kimchi.
Lim Hee-jung, head of kimchi at CJ CheilJedang, said, “The reasons for the popularity of Bibigo Kimchi include the use of patented lactic acid bacteria and carefully selected ingredients to bring out its unique crispy texture and taste,” adding, “Analyzing consumer needs by country and securing a variety of localized product lines such as coriander kimchi and vegan kimchi made with 100% plant-based ingredients have been key factors.”
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