CJ reaches 4,734 stores, targets everyday American meals
CJ CheilJedang’s US sales of Bibigo gimbap jumped 59 percent on-year in the first seven months of 2026, the company said Thursday, as it pushes to make the Korean staple an everyday meal for American consumers.
According to CJ, the number of US stores selling its Bibigo gimbap product has surged to 4,734 this year, up 145 percent from 1,924 stores a year earlier.
The Bibigo gimbap, which entered Kroger — one of the largest US supermarket chains — in December 2024, has now made its way onto the shelves of 10 mainstream retailers including Albertsons, Food Lion, Cub and Meijer.
CJ has labeled the US a key market for its Bibigo gimbap due to growing interest in Korean food and strong demand for convenient foods that can be eaten without utensils.
According to CJ, Bibigo gimbap contains 12 grams of plant-based protein per serving to offer a convenient meal option for consumers seeking both portability and nutritional value.
As distribution expands, CJ is stepping up efforts to introduce gimbap's Korean identity to US consumers rather than relying solely on wider retail availability.
In Los Angeles, the company is running a marketing campaign named “OG Recognizes OG,” using “OG” as a play on “original” and “original gimbap.” The campaign highlights what CJ describes as the authentic taste and identity of Korean gimbap.
CJ has teamed up with Korean food creator Danny Kim, who has about 9 million followers across TikTok and YouTube, to produce digital content showcasing the convenience and versatility of Bibigo gimbap.
The company currently sells two varieties of Bibigo gimbap in the US — bulgogi and spicy bulgogi — and plans to expand the lineup with flavors inspired by Korean ingredients and dishes.
“As the US has shown strong interest in K-food while featuring a well-developed culture of convenient foods, it is a market where gimbap has great growth potential,” a CJ CheilJedang official said.
“We will continue strengthening our mainstream distribution network and consumer marketing to make Bibigo gimbap a representative K-food that US consumers enjoy in their everyday lives.”
hwkan@heraldcorp.com
