CJ Foods’ Hero Product: bibigo Mandu

From Korean classic to global craze: How bibigo mandu became the world’s No.1 dumpling bibigo mandu prepared in two ways: steamed and fried CJ Foods’ flagship product, bibigo mandu, has soared over the last decade to become the No.1 dumpling product, captivating taste buds around the world. Mandu — the Korean version of dumplings — began as a humble staple, with many families possessing their own recipes, but has recently become a worldwide K-food phenomenon, stocking frozen food aisles all over the world, thanks to CJ Foods’ innovative recipes and localization strategy. Surprisingly, bibigo didn’t even begin in South Korea; it first launched in the U.S.  Global Beginnings: From the U.S. to Korea In 2009, CJ Foods introduced the bibigo brand to the U.S. market with their first product, mandu, marking the beginning of a journey that would transform a traditional Korean dumpling into a global culinary favorite. bibigo tailored the product specifically for U.S. customers by creating a protein-packed chicken and cilantro flavor, which quickly became a popular selection — and remains a customer favorite to this day.  bibigo Mandu Chicken & Cilantro flavor, one of bibigo’s U.S. favorites, later launched in Korea in 2022 A few years later, in 2013, bibigo mandu was finally launched in South Korea, where it faced unique marketing challenges. Because mandu was traditionally hand-made, store-bought frozen options were seen as low-quality and unhealthy; but bibigo broke into the Korean market by generously filling its mandu to the brim and positioning itself as a premium-quality everyday snack that anyone can enjoy hassle-free. bibigo has since expanded its localization strategy across global markets, offering tailored products like steamed mandu in Japan and cabbage and corn mandu in China.  R&D and Recipe Innovation: Tradition Meets TechnologyThe demand for bibigo’s mandu offerings has only continued to grow. The CJ facility in Incheon, the largest dumpling production site in Korea, produces over 4 million dumplings daily while still retaining its authentic Korean taste.  bibigo mandu production at a CJ facility in Incheon How is this possible? The team established strict standards: it couldn’t be greasy, shouldn’t smell gamey, and needed a rich, chewy texture like homemade mandu. bibigo distinguished itself by using diced ingredients — not minced — preserving the taste and juiciness, and a thinner wrapper for a lighter bite. To maintain consistent quality at scale, the company developed its own proprietary machinery over the course of four years to fine-tune the originally labor-intensive process, while still incorporating hand-finishing. CJ Foods now operates factories in the U.S., Vietnam, Malaysia and beyond.  Tailored for Taste: Localized Strategy and Global RecognitionCJ Foods took a tailored approach to introducing bibigo mandu across multiple regions. In the U.S., the product was positioned as a high-protein, better-for-you snack suited for modern, on-the-go lifestyles. In Korea, it became a premium yet accessible daily meal — one that elevated a familiar, comforting dish into something more convenient and contemporary. bibigo continues to adapt its offerings to different markets based on regional preferences. These efforts have fueled global success. In 2020, bibigo mandu achieved global annual sales surpassing 1 trillion KRW (730 million USD) — marking a significant turning point. The following year, bibigo mandu became the top-selling dumpling brand in North American grocery channels. Remarkably, it held a 42% share of the U.S. B2C frozen dumpling market the previous year — further cementing its leadership position in the market. The brand’s viral appeal has grown alongside its distribution. Steamed dumplings took off on TikTok — where the hashtag #bibigoDumplings amassed over 27 million views — with users hosting mandu mukbangs, giving reviews and sharing how-to recipes online.  bibigo concession stand at KCON 2022 LA Additionally, bibigo was even featured in the Harvard Business School publication, “CJ Foods: The Path to Global Food Leadership.” The case study examined the company’s winning strategies, which included the 2019 acquisition of food company Schwan’s, the expansion into mainstream groceries like Kroger and Walmart, and hosting sampling stations at KCON, the MAMA AWARDS and THE CJ CUP Byron Nelson.  What’s Next: Building the Future of K-ManduLooking ahead, CJ Foods is committed to solidifying bibigo mandu’s position as a global leader in the U.S. The company is expanding with new manufacturing facilities planned in Hungary — to serve as a hub for the European market by 2026, and South Dakota — set to be the largest Asian food manufacturing plant in North America by 2027.  Five types of bibigo Homestyle Mandu Building off its success in the U.S., and with over 65 countries carrying the product, CJ Foods is expanding its global footprint into Southeast Asia, Europe and Oceania. Last year, the first halal bibigo mandu products were launched at Kuala Lumpur convenience stores, with more planned for Malaysian consumers. These investments are part of a broader strategy to lead the global ready-meal category through the globalization of K-food by introducing region-specific flavors and frozen snack crossovers to hungry markets all over the world. The story of bibigo mandu exemplifies CJ Foods’ commitment to crafting K-food that honors tradition while embracing innovation. As a global food icon, mandu reflects the company’s mission to offer consumers worldwide a taste of Korea’s rich culinary heritage.