CJ CheilJedang steams sticky rice for global expansion

JINCHEON, North Chungcheong Province — CJ CheilJedang, which introduced the country’s first microwavable steamed rice bowls under the Hetbahn brand in 1996 and has dominated the market since, is accelerating exports to promote healthier diets for global consumers. Hetbahn now exports to 60 countries, with the United States the largest market. The rice bowls were rebranded as Bibigo and entered the country in 2017. Across the world, Hetbahn last year saw its exports out of overall sales jump to 15 percent from 8 percent in 2021, with an average annual growth of 30 percent during the period. CJ CheilJedang is positioning rice as a “better carbohydrate” compared to bread as part of its global expansion. The company cited global market research agency Mintel, which said 34.6 percent of American consumers who purchase rice see it as a “healthier option” and use it not only for Asian cuisines like fried rice or sushi but also for Western dishes like chicken, steak, burritos or rice bowls. The share of people in the country who ate rice at least once a week rose to 45 per cent las