[Edaily Reporter kim mi-kyung ] CJ CheilJedang Corp. is accelerating its push into the U.S. market with “Bibigo Gimbap.” As the brand continues to experience rapid growth in the U.S., the company’s strategy is to expand its reach among American consumers by highlighting the taste of “authentic Korean gimbap” and the convenience of ready-to-eat meals.

CJ CheilJedang Corp(097950)The company announced on the 1st that sales of Bibigo Kimbap in the U.S. from January through July of this year increased by 59% compared to the same period last year. This growth is attributed to the expansion of its sales network to a total of 10 mainstream retail channels—including Kroger, where the product debuted in December 2024, as well as Albertsons, Food Lion, and Meijer. Currently, the number of local stores selling Bibigo Gimbap stands at 4,734, a 145% surge compared to last year (1,924).

CJ CheilJedang Corp. sees significant growth potential for kimbap in the U.S. The company believes that, just as mandu (dumplings) evolved from an unfamiliar dish to a staple of daily life, kimbap can also expand into mainstream food culture. The company believes that kimbap—which, like sandwiches or burritos, can be easily eaten on the go—also has a high likelihood of becoming part of mainstream food culture. In particular, it is seen as meeting the needs of local consumers seeking a convenient yet healthy meal, as it contains 12 grams of plant-based protein.

In line with this, the company is accelerating its local marketing efforts. Centered on the Los Angeles (LA) area, the company is running a Bibigo gimbap campaign under the theme “OG Recognizes OG.” The term “OG” stands for “Original” while also symbolizing “Original Gimbap,” a play on words designed to introduce U.S. consumers to the authentic taste and identity of Korean gimbap.

As part of the campaign, the company also collaborated with a K-food creator. Together with Danny Kim, who has approximately 9 million followers on TikTok and YouTube, they produced video content showcasing the convenience and versatility of Bibigo Gimbap.

CJ CheilJedang Corp. plans to further expand into mainstream U.S. retail channels and strengthen consumer-engagement marketing. Following the two varieties currently sold in the U.S.—Bulgogi and Spicy Bulgogi—the company also plans to expand its product portfolio by adding items inspired by iconic Korean ingredients and dishes.

A CJ CheilJedang Corp spokesperson stated, “The U.S. is a market with significant growth potential for kimbap, given the high level of interest in K-food and the well-developed culture of convenience foods,” adding, “We will work to establish Bibigo Kimbap as a representative K-food that American consumers enjoy as part of their daily lives.”