CJ CheilJedang to build Hetbahn following bibigo dumplings, targeting mega-brand status with annual sales in the 1.5 trillion won range

[Financial News] CJ CheilJedang has unveiled plans to develop its instant rice brand Hetbahn into a global mega-brand, following bibigo dumplings, which have driven the success of K-food in overseas markets. The company plans to accelerate its global expansion by diversifying its Korean-style rice lineup to reflect local eating habits overseas and turning everyday Korean dishes into products.
Industry sources said on the 25th that, marking the 30th anniversary of Hetbahn’s launch, CJ CheilJedang plans to build the brand into a mega-brand with annual domestic and overseas sales in the 1.5 trillion won range by 2028, based on sales converted to consumer prices.
To that end, the company plans to focus on growing its multigrain rice business in Korea in response to lifestyle changes, while expanding its trend-driven and seasonal product lines to reflect the latest food culture trends.
Overseas, the company will showcase “Korean sticky rice” to consumers accustomed to rice whose grains separate easily, and build Hetbahn into a flagship “Next K-Wave” product following bibigo dumplings. It aims to sustain global growth in the double digits by expanding the category with a variety of products, including everyday Korean rice dishes.
At the “Hetbahn 30th Anniversary Press Conference,” held on the 21st at CJ Blossom Campus in Jincheon, North Chungcheong Province, Kim Sook-jin, head of CJ CheilJedang’s Food Marketing Office and Korean Business Division, emphasized, “Beyond the innovation of rice that changed our lives, we will change the way people around the world enjoy rice and move toward a leap into a trillion-won-scale business at home and abroad.”
Hetbahn’s combined domestic and overseas sales surpassed 1 trillion won for the first time in 2023, then reached 1.18 trillion won last year, a record high.
Cumulative sales over the 30 years from its launch in 1996 through the end of this year are expected to reach about 10 trillion won. Hetbahn is currently available in around 60 countries worldwide, including the United States, Canada, Australia and Mexico. Its overseas sales have grown by about 30% annually on average over the past five years.
The company said Hetbahn’s ability to maintain an overwhelming No. 1 position for 30 years stems from its “unrivaled R&D capabilities,” which cover every stage of the rice process, from selecting rice varieties and ingredients to milling, aseptic processing, packaging and nutritional design. Since introducing “aseptic packaged-rice manufacturing technology” on a par with semiconductor manufacturing processes in 1996, the company has developed distinctive technologies ranging from rice-milling technology to “cutting-edge packaging technology” that blocks oxygen from penetrating.
Hetbahn is making a leap into the health and wellness category, offering “healthy carbohydrates.” This reflects the company’s focus on the consumer trend of seeking better carbohydrates suited to individual needs, rather than simply reducing carbohydrate intake.
The Hetbahn multigrain rice category has become a key product line, growing from a share in the 10% range of Hetbahn’s domestic instant-rice business in 2019 to nearly 30% last year.
In response to these changes in food culture, the company will launch “Hetbahn Protein Multigrain Rice” this December, targeting health-conscious consumers. Made with 100% plant-based protein rice, it delivers protein equivalent to that in at least three egg whites.
Kim said, “We will do our utmost to make Hetbahn a flagship ‘Next K-Wave’ product following dumplings.”

[email protected] Kim Seo-yeon Reporter