CJ CheilJedang Expands K-Noodle Territory Beyond Dumplings to Southeast Asia and Europe

According to Financial News, CJ CheilJedang is expanding its K-noodle product territory to Southeast Asia, including Thailand, as well as China and Europe, following the global success of its signature dumplings.
On the 3rd, CJ CheilJedang announced that it will introduce the 'bibigo Seventeen Special Edition' product in Thailand this month, in collaboration with the Korean idol group Seventeen.
This product features photos of Seventeen members on the packaging and will be launched in two varieties: bibigo Smoky K-Chicken Stir-fried Ramen and Cheese Tteokbokki Stir-fried Ramen.
A CJ CheilJedang representative stated, "It has been less than a year since we launched stir-fried noodles in the Thai market, but we have entered over 90% of the main local distribution channels. We plan to maximize the synergy between K-food and K-pop to boost the recognition of the bibigo brand in Thailand."
CJ CheilJedang launched Bibigo Stir-fried Noodles in the Thai market in November last year. The product targets local consumers who prefer brothless ramen, based on Korean cuisine.
A total of five products have been released: K-Chicken flavor, Smoky K-Chicken flavor, Kimchi flavor, Spicy Tteokbokki flavor, and Cheese Tteokbokki flavor. However, instead of building a local factory in Thailand, CJ CheilJedang produces the noodles through OEM (Original Equipment Manufacturing). Bibigo Stir-fried Noodles are sold at 7-Eleven, Lotus's, and other major local supermarkets in Thailand.
Thailand is currently the ninth largest instant noodle consumer in the world. According to the World Instant Noodles Association (WINA), Thailand consumed 3.95 billion servings of instant noodles in 2023. Alongside Korea, Vietnam, China, Indonesia, and India, Thailand is one of the largest noodle-consuming countries.
Bibigo is expanding its K-noodle product lineup with udon in the European market, pasta in the Chinese market, and Asian noodles in the U.S. In December 2024, bibigo launched two varieties of Bibigo Udon Noodle cup products in Europe.
A CJ CheilJedang official explained, "When Bibigo Udon Noodle was launched, it began sales in the UK, Sweden, and Spain, and this year, it has expanded to France, Germany, and the Netherlands."
In China, the company launched the Le Cook brand to introduce pasta products. By launching shelf-stable pasta in a market dominated by refrigerated pasta, CJ CheilJedang has differentiated its offerings. In the U.S., the company is focusing on Asian noodle products such as Pad Thai and Chow Mein under the Annie Chun's brand.
hwlee@fnnews.com Lee Hwan-joo Reporter