The sales of CJ CheilJedang’s bibigo Sticky White Rice has doubled since 2021, thanks to the wellness trend and the rising popularity of at-home K-cuisine
bibigo’s “Sticky White Rice” is becoming increasingly popular in North America. CJ CheilJedang announced on April 23 that sales of bibigo’s Sticky White Rice rose by 20.6% year-over-year to over 116 million USD (160 billion KRW), which is double the figure of 2021.
Increasing Demand for Sticky Rice: Desire for K-Food Experience and Cooking Convenience
In the North American region, CJ CheilJedang markets its cooked rice as “bibigo Sticky Rice.” The product line mainly consists of white rice and multi-grain rice, and white rice makes up over 90% of its cooked rice exports.
Processed rice (P-rice), one of CJ CheilJedang’s seven global strategic products (GSPs), has grown substantially in its primary market by entering major distribution channels such as Costco in North America.
According to a survey conducted by CJ CheilJedang on North American cooked rice consumption habits, consumers use white rice as a base for rice bowls, burritos or as a side dish with protein foods like meat, fish and tofu.
Initially, Korean-style rice faced limited popularity among North American consumers accustomed to long-grain rice, which is relatively less sticky. However, with the rise of K-food restaurants, there is a growing demand among consumers enjoying Korean-style rice at home. Cooking sticky rice served as a barrier for North American consumers since they often cook their long-grain rice on the stove top and do not own rice cookers. CJ CheilJedang addressed the issue by highlighting the overwhelming convenience of its microwavable rice, which is ready in less than two minutes.
The Wellness Trend Boosts Popularity of White Rice as a Healthy Carbohydrate Option
The recent wellness trend in North America has led to the perception that white rice is a healthier carbohydrate than other common sources. Bread and fried rice are traditionally common carbohydrate choices in North America, but many customers have started to eschew these options for what they perceive to be healthier, gluten-free carbohydrate sources, such as rice. CJ CheilJedang’s survey of local white rice consumers revealed that 34.6% of participants purchase rice because they view it as a healthy option.
The North American P-rice market has seen steady growth, averaging 13% over the past three years and reaching approximately 871 million USD (1.2 trillion KRW). CJ CheilJedang is the only Korean company selling Korean-style rice among cooked rice brands, with its processed rice sales in North America in 2023 growing 1.8 times compared to 2021. The company plans to expand its presence in the North American market with a variety of products suitable for the region in the future.
“The reception to Korean white rice has been overwhelmingly positive, with over 95% of North American consumers expressing willingness to repurchase,” said Kim Sook-jin, head of CJ CheilJedang’s P-Rice division. “We will continue our commitment to introducing diverse products to enhance the popularity of Korean rice throughout North America.”
