Company promotes “Original Gimbap” identity as Korean food gains wider consumer acceptance
CJ CheilJedang is accelerating the expansion of its bibigo gimbap business in the United States, extending distribution across mainstream retail channels as Korean food gains broader recognition among American consumers.
The company said on Oct. 1 that U.S. sales of bibigo gimbap increased 59% year-on-year during the January-July period.
Since entering Kroger in December 2024, bibigo gimbap has expanded into major retailers including Albertsons, Food Lion, Cub and Meijer. The products are now available through 10 mainstream U.S. retail chains.
The number of stores carrying bibigo gimbap has also increased sharply, rising 145% from 1,924 locations last year to 4,734.
Positioning Gimbap as a Convenient Everyday Meal
CJ CheilJedang sees the U.S. as a key market for expanding gimbap beyond the Korean food category and into everyday meals.
The company believes gimbap fits well with American eating habits, where portable foods such as sandwiches and burritos are widely consumed. Its combination of convenience and familiar ingredients could help lower the barrier for consumers trying Korean food for the first time.
bibigo gimbap also contains 12 grams of plant-based protein, positioning it as an option for consumers looking for a convenient and balanced meal.
CJ CheilJedang is currently selling two varieties in the U.S., Bulgogi and Spicy Bulgogi, and plans to broaden the lineup with additional flavors inspired by Korean ingredients and dishes.
The strategy follows the company’s experience with Korean dumplings, or mandu, which have expanded from a relatively unfamiliar Asian food into a more widely available product in the U.S. market.
Promoting the Identity of Original Korean Gimbap
Alongside its retail expansion, CJ CheilJedang is stepping up consumer marketing to emphasize the Korean origins and identity of gimbap.
The company is running its “OG Recognizes OG” campaign in Los Angeles, using “OG” to represent both “Original” and “Original Gimbap.”
The campaign is designed to introduce American consumers to the authentic taste and cultural identity of Korean gimbap while building awareness of bibigo as the brand expands into mainstream grocery channels.
CJ CheilJedang has also partnered with K-food creator Danny Kim, who has around 9 million followers across TikTok and YouTube, to produce digital content highlighting the convenience and versatility of bibigo gimbap.
“As someone who grew up enjoying gimbap, I was excited to work with bibigo to introduce its taste to more people,” Kim said. “bibigo gimbap is a convenient option when you want to enjoy gimbap but do not have time to make it yourself.”
Expanding Retail Reach and Product Portfolio
CJ CheilJedang plans to continue adding mainstream retail partners while increasing consumer engagement through digital content and collaborations with local creators.
The company will also expand its product portfolio beyond the current Bulgogi and Spicy Bulgogi varieties, introducing new products inspired by representative Korean ingredients and dishes.
“The U.S. has strong growth potential for gimbap, given rising interest in K-food and a food culture that values convenient meals,” a CJ CheilJedang official said. “We will continue expanding mainstream distribution and local consumer marketing to establish bibigo gimbap as a representative K-food that American consumers can enjoy as part of their everyday lives.”
