CJ CheilJedang Expands K-Food Presence with Exclusive Bibigo Sections at Don Quijote in Japan
Dedicated Bibigo shelves to be rolled out across all Don Quijote stores by end of year CJ CheilJedang targets local consumers and tourists, highlighting trendy new K-food offerings
CJ CheilJedang is accelerating its push into the Japanese market by installing exclusive Bibigo product sections at Don Quijote, one of Japan’s largest discount store chains.
On July 21, CJ CheilJedang announced that dedicated Bibigo shelves have been set up at around 200 Don Quijote outlets, with plans to expand to all locations within the year.
The aim is to aggressively promote Bibigo products to both Japanese consumers and international tourists, offering them more opportunities to discover and try K-food. Seventeen Bibigo products—many debuting for the first time in Japan, such as seaweed snacks, cup udon, savory soups, bulgogi sauce, and “1-Minute Rings”—are now being sold on these shelves. The strategy notably leverages Don Quijote’s popularity among younger shoppers to gather valuable feedback on K-food’s latest offerings.
The exclusive shelves themselves stand out, combining Hangul phrases like “Delicious” and “Yum Yum” with iconic Seoul landmarks such as N Seoul Tower and Namdaemun, aiming to catch customers’ eyes and emphasize distinct Korean charm.
CJ CheilJedang also plans to introduce exclusive Bibigo sections in other retail networks operated by Pan Pacific International Holdings, the parent company of Don Quijote.
A company spokesperson stated, “With these exclusive Bibigo sections, we can introduce more local consumers to Bibigo’s range of K-food. We’re committed to strengthening partnerships with global retailers and spearheading the global expansion of K-food.”
Riding the recent surge in K-trend interest across Japan—not just in food but in culture—CJ CheilJedang is rapidly expanding its operations. The company is currently constructing a state-of-the-art mandu (dumpling) plant in Kisarazu, Chiba Prefecture, with an investment of approximately 10 billion KRW. The facility, covering around 8,200 square meters, is set to start full operations in September, supplying Bibigo dumplings nationwide in Japan.
Today, a variety of CJ CheilJedang’s Bibigo products—including mandu, frozen kimbap, and K-sauces—are already available through major local retailers such as AEON, Costco, Amazon, and Rakuten.
Note “This article was translated from the original Korean version using AI assistance, and subsequently edited by a native-speaking journalist.”
Photo=CJ CheilJedang