[K-Wave 3.0]⑥Bibigo Conquers the “Land of Gyoza” in Japan... Secret Weapon for No. 1 Challenge [Report]

Inside CJ CheilJedang's Chiba Factory in Japan
80% of Products for Japan Made Locally... Custom Recipes for the Market
Aiming for No. 1 in Japan's Frozen Dumpling Market by 2035

After driving about an hour and a half from Tokyo Station, we arrived at the 'CJ CheilJedang Chiba New Factory.' The familiar logo stood out on the massive building situated amid quiet farmland. With the CJ Food logo and a 'Bibigo' sign, this facility is the first local dumpling production plant established by CJ CheilJedang in Japan, the 'land of gyoza,' marking a first for the Korean food industry. The building covers an area of 8,200 square meters (2,486 pyeong), roughly the size of a soccer field.

Since acquiring the local company 'Gyoza Keikaku' in 2020, CJ CheilJedang has operated a total of four dumpling factories in Osaka, Gunma, Akita, and Fukuoka. However, this is the first time the company has built its own production facility. The local factory construction project, which began in December 2022, was completed in September last year. The investment alone amounted to about 100 billion won.

From ingredient preparation to packaging... Bibigo's Forward Base in Japan

The factory produces dumplings through a process of 'pre-processing → molding → steaming → rapid freezing → packaging.' The process begins with washing and mincing main ingredients such as green onions, cabbage, and pork for the dumpling filling. Shaped dumplings are then lined up and fill the factory, thanks to the molding machines. Throughout the production line, employees carefully check to ensure the ingredients are well mixed and that there are no defects in shape.

After steaming and rapid freezing, the dumplings are sent to the packaging room. Employees, wearing hats, masks, and ear covers, meticulously inspect each dumpling for defects before packaging. The remaining areas of the factory are used as frozen ingredient storage and ambient warehouses.

The products manufactured here fall into two main categories. The first is 'Wang Mandu,' a Korean-style dumpling adapted into a Japanese gyoza format and launched in September last year. The second is 'Soo Gyoza,' introduced in October last year. As of December last year, Wang Mandu accounted for 80% of production, while Soo Gyoza made up the remaining 20%. In the future, the company plans to produce new locally tailored dumpling products, including 'Raw Gyoza,' which are frozen without cooking. Once the production line is fully expanded, more than 80% of Bibigo dumplings distributed in Japan will be produced here. Lee Cheolseong, Head of CJ Food Chiba Factory, stated, "We are preparing every line and product with a mindset that respects Japanese thinking, philosophy, and culture," adding, "For example, Wang Mandu features a customized recipe developed to suit Japanese preferences, including eating methods and saltiness."

A scene of dumpling production at CJ CheilJedang's Chiba factory in Japan. Provided by CJ CheilJedang

CJ Targets 1 Trillion Yen Japanese Frozen Dumpling Market... Aims for No. 1 by 2035

CJ aims to target the Japanese frozen dumpling market, which is worth 1.1 trillion yen annually, starting with the Chiba factory. As of last year, Japan's frozen dumpling market was dominated by the country's largest food companies, Ajinomoto and Eat & Food, which held 44% and 28% market shares respectively as of 2024, accounting for about 70% of the total market. CJ's share stands at 9%, placing it in the top three, but the top two companies have an overwhelming lead. CJ plans to increase its market share to double digits and become the number one player in the Japanese frozen dumpling market by 2035. To achieve this, the company will continue to expand its production capacity through further investments and facility expansions.

Bibigo dumpling products sold by CJ CheilJedang in Japan. Provided by CJ CheilJedang

The Chiba new factory is a strategic asset designed to secure competitiveness on par with local food companies. Japanese food manufacturers have undergone extreme cost-cutting measures during the nearly 30 years of prolonged low growth since the 1990s. Imported products from overseas food companies are subject to an additional 15-20% tariff per product, making it difficult to match the cost competitiveness of local firms. With the full-scale operation of the local factory, CJ expects to reduce tariff burdens and secure cost competitiveness.

CJ CheilJedang also plans to further strengthen its network of intermediary wholesalers known as 'donya' through the local factory. In Japan, there are hundreds of thousands of small retail stores, and products are supplied through donya rather than direct transactions between brands and retailers. Large domestic companies like Ajinomoto and Eat & Food, which have maintained relationships with donya for decades, have a structural advantage in offline distribution.

Kim Hyungwoo, Head of Operations at CJ Food Japan, is being interviewed by a reporter from this publication. Photo by JaeHyun Park

Kim Hyungwoo, Head of Operations at CJ Food Japan, explained, "Breaking into donya is the most critical factor for entering offline stores, but when overseas-based small and medium-sized enterprises request distribution, the strong existing networks of established companies can make acceptance difficult. For now, our biggest challenge is to consistently maintain and build relationships with donya."