South Korea’s CJ CheilJedang Corp. announced the launch of its Korean food brand Bibigo on Amazon Germany, the nation’s largest e-commerce platform. This strategic move introduces 19 Bibigo products, including seaweed snacks, sauces, dumplings, and chicken, to the German market for the first time. The introduction of seaweed snacks, in particular, has received positive feedback from local consumers interested in healthy snack options.
Since acquiring the frozen food company Mainfrost in 2018, CJ CheilJedang has steadily expanded its distribution channels in Germany. The company secured deals with major supermarket chains, starting with Edeka in 2019, followed by Globus and Tegut in 2022. Last year, Bibigo dumplings, seasoned chicken, and seaweed were introduced to Rewe stores, leading to a significant increase in market share for Bibigo dumplings from 18% in 2021 to 48%.
The European expansion of Bibigo extends beyond Germany. The brand’s products are now available in major Dutch supermarkets such as Albert Heijn, Jumbo, and Hoogvliet. In Belgium, Bibigo dumplings are sold in Delhaize and Carrefour stores. This extensive distribution network has driven substantial sales growth, with CJ CheilJedang’s European food sales jumping 45% in the first quarter of this year compared to the same period in 2023.
Additionally, CJ CheilJedang established a local subsidiary in France last month and held a successful sales event for Bibigo dumplings at the Aldi supermarket chain in Switzerland. These efforts reflect the company’s commitment to expanding the global footprint of its Bibigo brand, capitalizing on the growing popularity of K-food across Europe.
