CJ CheilJedang, at the forefront of K-Food globalization, is accelerating its push into the Australian market. Based on its local production system, the company is launching 'Bibigo Korean Style Chicken' for the first time in Woolworths, Australia's largest hypermarket chain, with the strategy of spreading the K-Chicken craze across Australia. This move is interpreted as more than just a product launch; it's part of a customized K-Food strategy aimed at satisfying the tastes and demands of local consumers.
'Bibigo Chicken' Strategy Targeting the Australian Market
On the 14th, CJ CheilJedang announced the official launch of 'Bibigo Korean Style Chicken', produced directly in Australia, at Woolworths. Starting next month, Bibigo Chicken will also be available at IGA, another major hypermarket chain in Australia, further expanding its distribution network.
The newly introduced Bibigo Chicken comes in two flavors: Yangnyeom (sweet and spicy) and Soy Honey. It's designed for convenient preparation at home using an oven or air fryer. A notable feature is the separate packaging of chicken and sauce, allowing consumers to adjust the amount of seasoning to their preference. This is a customized strategy that carefully considers local consumers' convenience and preferences, making it easy for them to enjoy the taste of Korean-style seasoned chicken locally.
Strengthening Market Competitiveness Through Local Production System
CJ CheilJedang has established a local production system for the launch of Bibigo Chicken. This is significant because it goes beyond simply exporting finished products. Local production allows for reduced logistics costs, maintains freshness, and provides a foundation for continuously introducing products that quickly reflect local food culture trends.
Previously, CJ CheilJedang successfully launched 'Bibigo Mandu (Dumplings)', produced locally in Australia in 2023, proving the viability of local production. Since then, it has expanded production items to include steamed dumplings, and in March of last year, it even began local production of 'Bibigo Sliced Kimchi', accelerating the globalization of kimchi. This expansion of local production from mandu and kimchi to K-Chicken demonstrates that CJ CheilJedang views the Australian market not just as an export hub, but as a key production and consumption base.
Growth Potential of the Australian K-Food Market
The Australian market is evaluated as having significant potential for K-Food due to its large Asian immigrant population and high interest in healthy and trendy foods. Especially during the COVID-19 pandemic, interest in Asian groceries exploded, and recently, the presence of K-Food has grown in hypermarkets, beyond online channels and restaurants.
According to market research firm Euromonitor, the Australian frozen food market has been steadily growing, with increasing demand for convenient Asian frozen foods. Bibigo Chicken is a product that accurately targets this market trend and is expected to drive the growth of the Australian K-Food market, following the successful local establishment of Bibigo Mandu and Kimchi.
Cha Yu-jin, Head of CJ CheilJedang Oceania, stated, "We are delighted to introduce the globally popular 'Bibigo K-Chicken' to Australian consumers," adding, "We will continue to widely promote Korean food culture in Australia through various products." This launch of Bibigo Chicken by CJ CheilJedang is expected to be an important stepping stone to accelerate K-Food expansion across Oceania, beyond Australia. Attention is now focused on whether strengthening competitiveness through local production and a consumer-centric strategy can further elevate K-Food's global status.
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