The K-food brand is now displayed in dedicated stands at 200 stores of the popular retail chain and will expand to 600 locations by the end of the year
CJ Foods is accelerating the growth of its overseas K-food business.
On July 21, the company announced that its bibigo brand has secured a dedicated display zone at Don Quijote, the flagship discount store chain operated by Japan’s major retail group, Pan Pacific International Holdings (PPIH). With this initiative, CJ Foods aims to raise brand awareness and encourage both local Japanese consumers and international tourists to explore authenticity and convenience of K-food through bibigo.
The dedicated bibigo display at Don Quijote features 17 products, including bibigo Seaweed Snacks, bibigo Udon Noodles, bibigo Bulgogi Sauce, bibigo 1-Minute Ring Stock (soup stock rings) and a varity of bibigo soup dishes — many of which are being introduced to the Japanese market for the first time. By launching these offerings at Don Quijote, a retailer popular among Japan’s younger generations, CJ Foods intends to assess the market potential of new products categories. To enhance visual appeal, the display design incorporates vibrant elements such as Korean phrases like “mashitda” (“delicious”) and “nyamnyam” (“yum yum), as along with images of iconic Seoul landmarks including N Seoul Tower and Namdaemun
Currently, the bibigo displays are currently installed in approximately 200 Don Quijote stores across Japan, reaching both local shoppers and visiting tourists. CJ Foods plans to expand these displays to over 600 PPIH-affiliated retail outlets — including all Don Quijote stores — by the end of the year.
“With these dedicated bibigo displays at PPIH stores, we’re now able to introduce bibigo K-food products to an even broader base of overseas consumers,” said a CJ Foods representative. “We will continue to strengthen our partnerships with global retailers as we lead the expansion of K-food worldwide.”
Don Quijote is a leading Japanese discount chain known for offering a wide selection of food, daily necessities, alcohol and pharmaceuticals at competitive prices. With a core customer base of young local shoppers and international tourists, the retailer serves as an ideal platform to boost the visibility of the bibigo brand, especially amid the ongoing Korean Wave (Hallyu) trend.
CJ Foods views Japan’s growing enthusiasm for Korean culture — including food, entertainment, and lifestyle — as a strategic growth opportunity. As part of its expansion plan, the company is investing around 100 billion KRW (approximately 72 million USD) to construct a state-of-the-art mandu production facility in Kisarazu City, Chiba Prefecture. The 8,200-square-meter factory is scheduled to begin production in September and will supply bibigo mandu nationwide. CJ Foods products, including bibigo mandu, bibigo gimbap, and various K-sauces, are already available through major Japanese retail channels such as AEON, Costco, Amazon, and Rakuten.
