CJ CheilJedang has begun sales of representative K-food products at overseas U.S. military bases.
CJ CheilJedang announced on the 19th that it will start selling K-food products such as plant-based dumplings, tteokbokki, Hetbahn, and cup rice at a large grocery store (Commissary) located at the Guam military base.
The products being introduced include three varieties of plant-based Bibigo Wang Gyoja (original, kimchi, japchae), six varieties of Bibigo Tteokbokki (sweet, cheese, spicy, three each in cup and pouch), three varieties of Hetbahn (white rice, black rice, sprouted brown rice), and two varieties of Hetbahn Cupbans (seaweed soup rice, yellow cream), totaling 14 types across four categories.
Due to the characteristics of military bases, many do not have cooking facilities, and with a large number of unmarried soldiers, there is a preference for products that can be easily enjoyed via microwave cooking.
Currently, the number of U.S. military personnel worldwide, including reservists, is about 2.5 million, and the global market for processed foods at U.S. military bases is estimated to be around 5 trillion won. CJ CheilJedang aims to expand to other global military bases in Japan, Hawaii, and Alaska, starting with this entry into the Guam military base. The range of products is also planned to be continuously increased to include frozen rice (frozen gimbap, rice balls, fried rice), K-street food (gimbap, bungeoppang), vegan ham, and chicken.