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Bibigo expands into Don Quijote stores across Japan
A shopper browses Bibigo products at a Don Quijote store in Tokyo's Nakameguro district, Thursday. Courtesy of CJ CheilJedang
By Ko Dong-hwan
Bibigo, the flagship Korean food brand of CJ CheilJedang, is expanding its global footprint in Japan by entering the shelves of major Japanese discount retailer Don Quijote, the company said Monday.
The food arm of CJ Group has launched dedicated Bibigo shelves at 200 Don Quijote stores in Japan following its latest partnership with Pan Pacific International Holdings (PPIH), the operator of the discount retail chain.
The launch features 17 Bibigo products that are being introduced in Japan for the first time, including dried seaweed snacks, cup udon, soups and sauces.
According to CJ CheilJedang, Don Quijote is popular among young locals and tourists in Japan because of its affordable prices and wide range of products, from food to household items to liquor and medicine.
The Korean company expects the Bibigo expansion to test the brand's global appeal in the Japanese market and gauge its growth potential there.
CJ CheilJedang said it plans to expand Bibigo products to over 600 retail outlets run by PPIH, including all Don Quijote locations, by the end of this year.
“PPIH’s new dedicated Bibigo shelves have broadened the brand’s appeal to more local consumers. We will continue to expand partnerships with local distributors overseas to further grow the global K-food territory,” a CJ CheilJedang official said.
CJ CheilJedang is currently building a new manufacturing plant in Kisarazu City in Chiba Prefecture for Bibigo dumplings to strengthen the brand’s distribution throughout Japan. With a 100 billion won ($72 million) investment, the 8,200-square-meter plant is scheduled to start operating in September.
Aeon, Costco, Amazon and Rakuten currently distribute Bibigo in Japan.