The wide array of bibigo products available in Australian and New Zealand supermarkets is growing, including the latest addition of bibigo Korean Style Fried Chicken at Woolworths
CJ Foods is continuing another bold step in expanding the reach of K-food across the globe, launching two locally produced varieties of bibigo Korean Style Fried Chicken at Woolworths, Australia’s largest supermarket chain. This entry marks the brand’s first-ever fried chicken launch in the country. Available in both Sweet & Spicy and Soy Honey flavors, the products are designed for convenient at-home cooking using an oven or air fryer.
Following the local production of bibigo mandu (Korean-style dumplings) in 2023, CJ Foods has steadily broadened its manufacturing lineup in Australia — from mandu to kimchi and now chicken. The move underscores the company’s commitment to deepening its presence in the Oceania market, a region where demand for K-food is rising quickly.
Earlier this year in March, CJ Foods participated in the Foodstuffs Expo, New Zealand’s largest B2B food trade show, setting up a dedicated bibigo booth. The bibigo Shrimp Mandu and Spring Rolls captured strong interest from local food industry buyers. More than 10,000 visitors sampled products during the event, and hundreds of business inquiries were made for frozen items like bibigo mandu and bibigo bung-o-pang (fish-shaped waffles).
CJ Foods first entered the Oceania region in 2019 through the Australian market. With close geographical ties to Asia and a highly multicultural population — 17% of Australians are of Asian descent — the market presented favorable conditions for K-food growth. Australia also relies heavily on imported frozen foods, making it a natural fit for bibigo’s offerings.
The company’s local expansion gained momentum in 2023, when bibigo entered Woolworths, followed by listings at convenience store chain EzyMart. In 2024, the brand expanded further into two of New Zealand’s major retailers, New World and PAK’nSAVE, as well as Coles and IGA, Australia’s second- and fourth-largest supermarket chains, respectively.
(Photo Credit: ABC News)
While product availability varies by retailer, most locations carry a selection of frozen items, including bibigo mandu, rice balls, corn dogs, and bung-o-pang. Across Woolworths, Coles, and IGA, CJ Foods’ products are now available in over 3,300 stores — covering more than 80% of large-format supermarkets in Australia. K-food has never been more accessible across the region.
CJ Foods is also expanding beyond traditional retail. In September 2024, the company began supplying bibigo Steamed Mandu as part of in-flight meals on Qantas, Australia’s largest airline. These efforts have contributed to over 30% year-over-year sales growth in Oceania.
Australian shoppers also show strong loyalty to locally made products, especially in food. As a response to this consumer desire, CJ Foods now produces select meat-based items and kimchi locally, catering to both taste and trust.
Looking ahead, CJ Foods plans to deepen its localization strategy to strengthen its foothold in the region. Oceania is a highly diverse society, with nearly 30% of Australians born overseas. Consumer preferences vary significantly by cultural and regional background and capturing the diversity of this demographic is a key challenge.
“Our successful expansion in Oceania is helping deliver high-quality K-food to Australian consumers while also contributing to local employment,” said Eugene Cha-Navarro, Head of CJ Foods Oceania. “At the same time, it brings pride to Korea and drives growth in food exports.”
