CJ CheilJedang Captures Global Taste Buds with Bibigo Mandu

Bibigo Mandu Targets US, Europe, and Australia
Achieves Over 1 Trillion KRW in Global Sales
Thin Wrappers and Vegetable Fillings Build a 'Healthy Food' Image

CJ CheilJedang expanded its sales network by making the United States its main export market, leveraging the success of 'Bibigo Wang Gyoja,' which dominated the domestic dumpling market. Unlike thick-skinned Chinese-style dumplings, 'Bibigo Mandu' emphasized a 'healthy food' image with thin wrappers and vegetable-based fillings, while also increasing convenience with bite-sized portions. To cater to local food culture, the company also developed the 'Bibigo Chicken & Cilantro' product using chicken.

A consumer is examining CJ CheilJedang's 'Bibigo Mandu' at Walmart in LA. Photo by CJ CheilJedang

In 2019, CJ CheilJedang acquired Schwan's Company, the second-largest frozen food company in the United States, securing a foundation to enter approximately 60,000 distribution points. As a single product, 'Bibigo Mandu' surpassed 1 trillion KRW in global annual sales in 2020. Last year, Bibigo maintained its top position in the US grocery dumpling brand market, with its B2C market share rising to 41% annually and continuing its upward trend.

CJ CheilJedang is also accelerating its entry into the European market. In 2018, the company acquired German frozen food company Mainfrost, and in 2022, it established a UK subsidiary to expand its distribution network into France, Spain, and other countries. As a result of these strategies, European sales exceeded 100 billion KRW last year.

In Australia, Bibigo products are now sold at major retailers, including Coles and IGA following Woolworths, reaching about 80% of key distribution channels. In line with the global 'Health & Wellness' trend, the company introduced plant-based dumpling products. CJ CheilJedang launched 'Plantable Mandu' at the end of 2021, and by expanding sales through major distribution channels last year, plant-based dumpling exports grew about threefold compared to the same period the previous year, up to the third quarter.

The number of export countries has increased from 10 at the initial launch to 40, including Germany, the UK, other European countries, Australia, Singapore, and Malaysia. Since April last year, Bibigo products have also been supplied to US military bases in Korea. In January last year, the company introduced the first three halal-certified Bibigo dumpling varieties (Chicken, Spicy Chicken, and Bulgogi) in Malaysia, which serves as a gateway to the halal market. Recognizing the significant potential of the halal market, which has a demand from 2 billion Muslims worldwide, CJ CheilJedang aims to accelerate its entry into the local halal sector.