"Thailand Also Embraces Wellness"…CJ CheilJedang Targets Southeast Asian Youth with Protein Snacks

High-Protein Snack Developed by In-House Venture
Utilizing Indonesian Fermented Soybean Food Tempeh
"Targeting Young Thai Consumers Focused on Wellness"

CJ CheilJedang is accelerating its business expansion in Thailand with a new protein snack product.

On the 2nd, CJ CheilJedang announced the launch of the high-protein snack ‘O-right Tempeh Chip,’ developed by an in-house venture, in Thailand. The name O-right combines the snack’s ‘round shape (O)’ and the meaning of being made ‘right’.

O-right Tempeh Chips launched by CJ CheilJedang in Thailand

This product is a snack made using the Indonesian fermented soybean food ‘Tempeh,’ containing 6g of plant-based protein per pack. It features the nutty flavor of tempeh, which is fermented using whole soybeans without grinding, and reflects local consumer trends with a high interest in Korean food. It is available in four flavors: charcoal-grilled ribs, stir-fried kimchi, which are Korean-inspired, and Sriracha and truffle & cheese, which are popular among Thai consumers.

The new product is sold through the largest local online distribution channels, ‘Shopee’ and ‘Lazada,’ as well as large supermarkets such as ‘Villa Market’ and ‘Dear Tummy.’ This month, CJ CheilJedang plans to expand its presence to various mainstream distribution channels including ‘Tops,’ ‘Big C,’ and ‘Gourmet Market.’

CJ CheilJedang believes that demand for health-conscious snacks is increasing in the Thai snack market, which is mainly focused on potato chips, and plans to target young consumers who value wellness by promoting Tempeh Chips. To this end, the company is intensifying marketing activities infused with local sensibilities on major social media platforms such as TikTok, Facebook, and Instagram.

Tempeh Chip is the second protein snack introduced by CJ CheilJedang through its in-house venture. In 2022, CJ CheilJedang launched the upcycled snack ‘Basak Chip,’ made from broken rice grains, through its food in-house venture ‘INNO 100.’ Basak Chip began entering local distribution channels in the US, Malaysia, and Hong Kong in December last year and recently launched at Costco in Australia, expanding its global sales channels.

A CJ CheilJedang official said, “We developed a localized snack with the fresh spirit of challenge from our in-house venture,” adding, “We will establish Tempeh Chip as an everyday snack for Thai consumers.”

Following Bibigo K-Food, CJ CheilJedang is expected to further accelerate its business expansion in Thailand with the launch of O-right Tempeh Chip. After officially entering the local market last year through a partnership with A-Best, a local food distribution and fruit & vegetable preprocessing company, CJ CheilJedang actively promoted its products and brand by operating Bibigo booths in large shopping malls and night markets. Through these efforts, CJ CheilJedang currently sells Bibigo dumplings, kimchi, seaweed, and sauces at major Thai distribution channels such as Lotus’s, Tops, Big C, Gourmet Market, Villa Market, and Dear Tummy.