[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 a one-and-a-half-hour drive 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 a Korean food company to target Japan, known as the "country of gyoza." The building covers an area of 8,200 square meters (2,486 pyeong), about the size of a soccer field.

Since acquiring the local company "Gyoza Keikaku" in 2020, CJ CheilJedang has operated four dumpling factories in Japan, located 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 approximately 100 billion won.

From Ingredient Preparation to Packaging... Bibigo's Forward Base in Japan

The factory produces dumplings through the stages of "pre-processing → shaping → steaming → rapid freezing → packaging." The filling ingredients, such as green onions, cabbage, and pork, are washed and minced during pre-processing, and then the dumplings are carefully shaped by machines and neatly arranged, filling the factory floor. Employees stationed along the line meticulously check whether the ingredients are well mixed and whether the dumplings are shaped correctly.

After being steamed with hot vapor and rapidly frozen, the dumplings are sent to the packaging room. Employees wearing hats, masks, and ear covers carefully inspect each dumpling to ensure there are no defects before packaging. The rest of the factory space is used as cold storage for frozen ingredients and as ambient storage areas.

There are two main products manufactured here: "Wang Mandu," a Korean-style dumpling adapted into the Japanese gyoza form and launched in September last year, and "Soo Gyoza," released in October last year. As of December last year, Wang Mandu accounted for 80% of production, while Soo Gyoza made up 20%. In the future, the factory plans to produce new localized dumpling products, including "raw gyoza" that are frozen without cooking. Once the production line is fully expanded, more than 80% of Bibigo dumplings distributed in Japan will be produced at this facility. Lee Cheolseong, head of the CJ Food Chiba Factory, explained, "We are preparing all lines and products with a mindset that respects Japanese thinking and culture. For example, Wang Mandu was developed with a customized recipe tailored to Japanese preferences, including their preferred way of eating 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 plans to target the Japanese frozen dumpling market, which is worth 1.1 trillion yen annually, with the Chiba factory as its base. As of last year, the Japanese frozen dumpling market was dominated by the country's largest food companies, Ajinomoto and Eat & Food, which held market shares of 44% and 28% respectively as of 2024, accounting for about 70% of the market. CJ's share stands at 9%, placing it in the top three, but the top two companies have overwhelming dominance. CJ aims to become the number one player in the Japanese frozen dumpling market by 2035 by increasing its market share to double digits. To achieve this, the company plans to further expand its production capacity through additional investments.

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

The Chiba New Factory is a strategic asset to secure competitiveness equal to local food companies. Japanese food companies have undergone extreme cost reductions during nearly 30 years of prolonged low growth since the 1990s. Imported products from overseas food companies face an additional 15-20% tariff per product, making it difficult to match the cost competitiveness of local firms. With the local factory now in full operation, CJ expects to reduce tariff burdens and enhance its cost competitiveness.

CJ CheilJedang also plans to strengthen its network of intermediate distributors known as "donya" through the local factory. Japan has hundreds of thousands of small retail stores, and brands and distributors usually do not transact directly; instead, products are supplied via donya. Major local companies such as 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, "Penetrating the donya network is the most crucial factor for entering offline stores, but when overseas-based small and medium-sized enterprises request distribution, the strong existing networks with current suppliers can make acceptance difficult. For now, our top priority is to consistently maintain and strengthen our networking with donya."