Global Expansion of Korean food: How Hetbahn Has Captivated the Taste Buds of People around the World 

This beloved South Korean product is leading the global expansion of Korean food. Can you guess what it is? Here are a few hints about the main character in today’s story:   This product’s popularity has grown rapidly with the increase in single-person households and double-income families.   One in three South Koreans has eaten this food.   When placed side by side, the total amount of sold product would circle the world more than 10 times.   So, what is this product that has become a must-have item in our everyday life?  Hetbahn The answer is Hetbahn! Hetbahn, which has grown to become a leading name in Korean instant rice and a brand synonymous with instant rice products, is now well-known not only in Korea, but around the world, spreading the genuine taste of Korean rice. CJ Newsroom sat down with expert Kim Se-won from CJ CheilJedang’s Processed Rice Global Strategy Product (GSP) Team to find out just how famous Hetbahn is throughout the global market.  Instant Rice: The Dawn of Korean food  Kim Se-won from CJ CheilJedang’s Processed Rice GSP Team Q.  From Hetbahn to Sotbahn, Cupbahn and Cookbahn, more than 80 different kinds of products in CJ CheilJedang’s instant rice lineup are manufactured and consumed. Through these products, CJ CheilJedang’s instant rice business continues to grow. How does this lineup fare in South Korea’s domestic instant rice market?  Kim: Along with original Hetbahn, Hetbahn Cookbahn Rice Ball products have also grown more than 80% compared to the previous year, positioning itself as one of the company’s larger product lines.  Korean food can trace its origins back to rice.  Kim: Although there are many dishes that are representative of Korean cuisine, I believe  rice is the most important food among them. Since Korean cuisine is all about pairing foods that complement rice, I think we cannot mention Korean food without talking about rice. In line with this, CJ CheilJedang is planning to introduce products that meet the needs of markets and consumers from each country by using the know-how and technology that have been accumulated and secured by the company throughout its past 30+ years of operation.   The Global Expansion of K-rice  Q. The amount of packaged rice around the world is worth around 79 trillion KRW, and  the size of the processed rice market, including both processed and frozen food, is estimated to be about 5.3 trillion KRW. The market is experiencing an annual average growth rate of 7.3%. How is CJ CheilJedang’s instant rice sold and consumed in overseas markets?  Kim: A common thought is that rice is mainly consumed in Asian countries including South Korea, but global rice consumption is on the rise as preparing home-cooked meals has increased around the world as an effect of COVID-19 restrictions. More specifically, rice consumption is increasing in the Western World, including the United States and Europe, where wheat has traditionally been regarded as the staple food. This trend has been brought about by increased interest in Asian food which has caused a rising demand for rice.   In fact, the second most popular menu item among Asian food restaurants in the United States is fried rice as the dish has gained recognition and a preference among an American audience. In other words, it can be said that the instant rice market in the U.S. is growing with fried rice as its main product. Following this trend, CJ CheilJedang is targeting the U.S. market with its line of Korean-style frozen fried rice.  CJ CheilJedang is targeting the U.S. market with its line of Korean-style frozen fried rice, available in three varieties: K-BBQ Chicken, Vegetable with Kimchi and Shrimp. Kim: Currently, we have launched three new types of Korean-style fried rice products that appeal to the palates of the U.S. consumers: K-BBQ Chicken Rice, Vegetable with Kimchi Fried Rice, and Shrimp Fried Rice. We released the Vegetable with Kimchi Fried Rice after adjusting the kimchi flavor to be more mild so that the flavor of the fried rice won’t be too overwhelming. We also loaded the K-BBQ Chicken Rice with Korean-style Bulgogi seasoning.   Frozen fried rice sales in the U.S. in 2021 were similar to the domestic sales in South Korea. But this year, CJ CheilJedang plans to rapidly increase its U.S. sales by 1.5 times compared to South Korea’s domestic sales in order to gradually expand its U.S. market share. To achieve this, the company will continue to expand its production line.   Future Goals of CJ CheilJedang  “Korean rice complements any meal, for anyone.”  Q. By captivating the tastes of people around the world, bibigo’s brand awareness has risen in the overseas market. What is CJ CheilJedang’s future strategy to secure its position as a global Korean rice provider?  Kim: Besides the U.S. market, we are open to enter overseas markets that are already familiar with rice culture such as Japan and China. We would also like to expand the same instant rice business in those countries. The goal of CJ CheilJedang is to provide a delicious meal complement to anyone through local offerings of instant rice products. This is the business direction that we, the Processed Rice GSP Team, want to pursue.  While individual rice consumption in South Korea has decreased due to citizens’ dietary lifestyle changes, Hetbahn remains an iconic product that perfectly represents Korea’s unique rice culture while greatly contributing to domestic rice consumption. By expanding its instant rice business areas, CJ CheilJedang continues to spread the diverse offerings of Korean rice around the world.