[Edaily Reporter Shin Su-jeong] It has been confirmed that CJ CheilJedang’s sales of “Hatban” in the U.S. exceeded 100 million units last year. Following the acquisition of Schwan’s, CJ CheilJedang has expanded its food business footprint in the U.S. with frozen pizza and is now positioning instant rice as a new growth engine for its K-Food strategy, following dumplings.

According to industry sources on the 7th

U.S. sales of “Hae-ban” rose from approximately 55 million units in 2021 to about 105 million units last year. This represents nearly a twofold increase in just four years.

CJ CheilJedang’s U.S. instant rice business is centered around “bibigo Sticky White Rice.” This product is available at major U.S. retail chains such as Costco, Walmart, and Kroger. Last year, the company expanded its sales reach in mainstream U.S. retail channels by entering Sam’s Club.

CJ CheilJedang is implementing a strategy in its U.S. food business where frozen pizza and K-food strategic products play distinct roles. The company is focusing on securing market share and profitability with frozen pizza, while global strategic products such as dumplings and instant rice serve as growth drivers. CJ CheilJedang secured a local distribution network and a foundation for its frozen food business by acquiring the U.S. frozen food company Schwan’s in 2019. Initially, Schwan’s product lines, such as frozen pizza, supported the scale of the U.S. business, but recently, the company has moved into a phase of building growth potential by promoting its own brand products, such as Bibigo dumplings and instant rice.

It was found that in the first quarter, the growth rate of global strategic products exceeded that of the entire North American subsidiary. CJ CheilJedang’s global strategic products include dumplings, rolls, chicken, frozen ready meals, processed rice, noodles, sauces and seasonings, kimchi, and seaweed. K-street foods such as tteokbokki, soup dishes, gimbap rolls, hot dogs, bungeoppang, japchae, jeon, and hoeddeok are also included as emerging strategic items. Among these, instant rice is a core product that falls under the processed rice category.

The growing demand for instant rice in the U.S. is driven by changing local consumer trends. According to a survey conducted by CJ CheilJedang among local rice consumers, 34.6% of respondents cited “it is a healthy choice” as their reason for purchasing rice. Additionally, 12.6% stated they buy it because it is “gluten-free.” This indicates a growing perception that rice is a “better carbohydrate” compared to other carbohydrates, such as bread.

The ways rice is used are also expanding. North American consumers are eating instant rice alongside protein-rich foods like meat or using it as an ingredient in various dishes. The market base is broadening as instant rice is utilized not only in Asian cuisine but also in diverse dishes, including American-style meals.

CJ CheilJedang plans to expand the availability of its strategic K-food products in the U.S., focusing on dumplings and instant rice. The company aims to boost brand awareness for Bibigo through social media and promotional campaigns, while creating new demand for ambient rice products via digital marketing. The strategy is to increase repeat purchases among U.S. consumers by adding ambient product lines to its existing frozen food offerings.

A CJ CheilJedang official stated, “We are expanding the availability of Bibigo products primarily through mainstream U.S. retail channels,” adding, “We plan to strengthen our product portfolio and marketing efforts so that local consumers can enjoy K-food as part of their daily lives.”