'Hetban Baekmi' Captivates American Taste Buds... 160 Billion KRW in Sales Last Year

Double the Scale of Growth Compared to 2021

CJ CheilJedang's ‘Hetbahn White Rice’ is performing well in North America.

CJ CheilJedang announced on the 23rd that sales of ‘Hetbahn White Rice’ exported to North America last year increased by 20.6% compared to the previous year, reaching approximately 160 billion KRW. This figure represents a twofold growth compared to 2021, two years ago.

CJ CheilJedang sells ‘Hetbahn White Rice’ in North America under the name ‘bibigo Sticky Rice (Chaljin Bap)’. CJ CheilJedang exports ambient processed rice products including white rice and multigrain rice, with white rice accounting for more than 90% of ambient processed rice export sales, making it a core product. Processed rice (P-Rice) is one of CJ CheilJedang’s seven global strategic products (GSP), and it is showing strong growth by being stocked in major retail channels such as Costco in the key North American market.

At the initial stage of entry, ‘Korean-style rice’ did not gain much popularity among North American consumers who were accustomed to long-grain rice, which is relatively less sticky. However, as the number of K-food restaurants increased recently, more consumers wanted to enjoy Korean-style rice at home. Yet, cooking rice was a significant barrier for North American consumers who do not have rice cookers at home. In response, CJ CheilJedang emphasized the ‘overwhelming convenience’ of instant rice, attracting consumers. The number of consumers seeking CJ CheilJedang’s instant rice, which can be prepared in under two minutes using a microwave and still enjoy ‘Korean-style rice,’ naturally increased.

Additionally, due to the ‘wellness trend,’ white rice has come to be perceived as a ‘relatively healthy carbohydrate.’ In North America, the main carbohydrates consumed are bread products high in gluten or relatively salty fried rice dishes, so consumers aiming to consume carbohydrates healthily are turning to white rice. According to CJ CheilJedang’s own survey of local white rice consumers, 34.6% responded that they purchase rice because it is a healthy choice.

The industry estimates that the North American processed rice market has grown by an average of 13% over the past three years and currently amounts to approximately 1.2 trillion KRW. Among instant rice sellers, CJ CheilJedang is the only domestic company selling Korean-style rice, and its total processed rice sales in North America in 2023 have grown 1.8 times compared to 2021, showing a steep growth trend. CJ CheilJedang plans to further expand its presence in the North American market with various products suitable for the local market.

Kim Sukjin, head of CJ CheilJedang’s P-Rice division, said, “The response to Korean-style white rice is so enthusiastic in North America that the repurchase intention for white rice instant rice exceeds 95%,” adding, “We will continue to introduce differentiated products so that K-instant rice can spread throughout North America.”