South Korea’s CJ CheilJedang Corp. has made a significant move by introducing its Bibigo frozen Gimbap products at Woolworths, Australia’s leading supermarket chain. This marks the first-ever introduction of Korean-style Gimbap into the mainstream Australian food market, signaling a notable expansion of K-food overseas.
The newly launched Bibigo Gimbap varieties include Tuna-Mayo and Bulgogi-flavored options, specially tailored with plant-based ingredients to cater to the Australian palate. This strategic choice aligns with growing global trends towards plant-based diets and offers a fresh take on traditional Korean fare.
Following the successful launch of Bibigo dumplings at Woolworths last year, which are now available in six varieties, CJ CheilJedang is optimistic about the Gimbap’s market potential. The introduction of Gimbap is expected to further enhance the visibility and popularity of the Bibigo brand in Australia.
CJ CheilJedang’s efforts are part of a broader strategy to promote Korean street food globally. The company aims to expand its K-street food offerings in Australia, with Gimbap playing a crucial role in this initiative. The product first gained traction in Japan, where it was launched in March last year and is now available in approximately 2,000 major retail outlets including Aeon.
With this strategic move, CJ CheilJedang continues to drive the global expansion of K-food, leveraging innovative adaptations and strategic market entries to cater to diverse consumer tastes worldwide.
