CJ CheilJedang is accelerating the expansion of K-food in Vietnam by partnering with the country’s largest local retailer. CJ CheilJedang announced on the 27th that it had signed a “Memorandum of Understanding (MOU) for the Expansion of K-Food and Leadership in the Processed Food Market” with Vietnamese retailer Bach Hoa Xanh.

Linked to the “Korea–Vietnam Business Forum,” the signing ceremony was held in Hanoi, Vietnam, on the 23rd, with Cho Jae-beom, Head of Food APAC Division at CJ CheilJedang, and Nguyen Duc Tai, Chairman of MWG, in attendance. Kim Jung-kwan, Korea’s Minister of Trade, Industry and Energy, and Ngo Van Tuan, Vietnam’s Minister of Finance, and other government officials from both countries were also present.

The two companies agreed to promote: ▲ expansion of K-food and joint development of processed foods tailored to Vietnamese consumer trends ▲ enhancement of food safety and quality management systems and investment in refrigerated and frozen infrastructure to establish “food safety leadership” ▲ expansion of consumer touchpoints across online and offline channels through experiential marketing, joint promotions such as K-food festivals, and operation of a “CJ Zone” within the Bach Hoa Xanh application, as well as strengthening brand awareness of Bibigo.

CJ CheilJedang’s strategy is to preempt the local processed food market by combining its product competitiveness and cold chain expertise with Bach Hoa Xanh’s distribution infrastructure.

Bach Hoa Xanh is a supermarket chain under Vietnam’s largest retail group MWG, operating more than 2,760 stores nationwide. CJ CheilJedang sells Bibigo dumplings, rolls, kimchi, seaweed, and other products through Bach Hoa Xanh, achieving an average annual growth rate of 20% over the past four years.

Through this collaboration, CJ CheilJedang plans to extend the territory of K-food beyond Ho Chi Minh City and other southern regions to northern areas and small and mid-sized provincial cities. In addition to its core frozen and chilled products such as dumplings, kimchi, and rolls, the company intends to diversify its portfolio to include shelf-stable products like noodles and snacks, as well as chilled meat products.

A CJ CheilJedang official stated, “The partnership with Bach Hoa Xanh, which is driving innovation in Vietnam’s retail market, will serve as an important springboard for CJ CheilJedang’s Bibigo brand to grow into a national brand in Vietnam,” adding, “We will continue to lead market paradigms and expand K-food by offering products and services optimized to the lifestyles of local consumers.”

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