A customer shops for products by CJ CheilJedang at a Bach Hoa XANH store in Vietnam. Courtesy of CJ CheilJedang
CJ CheilJedang is stepping up its push to expand its K‑food footprint in Vietnam, deepening its partnership with the country’s leading retailer, Bach Hoa XANH.
The company said on Monday that it will broaden collaboration with the supermarket chain operated by Vietnam’s Mobile World Group (MWG) that runs over 2,700 stores nationwide, signing a memorandum of understanding on Thursday.
CJ CheilJedang currently sells a range of products through the retailer, including its flagship dumpling brand Bibigo, rolls, kimchi and seaweed, with sales posting an average annual growth rate of around 20 percent over the past four years.
“A partnership with Bach Hoa XANH, a key innovator in Vietnam’s retail market, will serve as a critical stepping stone for Bibigo to become a national brand in the country,” a CJ CheilJedang official said. “We will continue to lead market paradigms and expand K-food by offering products and services optimized for local consumers’ lifestyles.”
The expanded partnership is aimed at jointly driving the modernization of Vietnam’s food culture while leveraging synergy between the manufacturer and retailer.
By combining CJ CheilJedang’s product competitiveness and cold-chain logistics expertise with Bach Hoa XANH’s extensive retail network, the companies plan to take a leading position in the local processed food market.
Key initiatives include co-developing processed food products tailored to Vietnamese consumer preferences, strengthening food safety and quality management systems and investing in cold storage and logistics infrastructure.
The two companies will also ramp up joint marketing efforts, including experiential campaigns, K-food festivals and launching a dedicated CJ Zone on the retailer’s mobile app to enhance consumer engagement both online and at stores.
CJ CheilJedang first entered Vietnam in 2015 through its flour milling business and has since expanded aggressively through localization strategies, mergers and acquisitions and investments to open advanced production facilities in the country.
Source: Korea Times News
