CJ CheilJedang said on the 2nd it will work with CP Axtra, a subsidiary of Thailand's No. 1 conglomerate "CP Group" and the country's largest distributor, to expand its local K-food business.
The two companies signed a memorandum of understanding (MOU) to distribute K-food products and expand in the local market. CJ CheilJedang said it secured Thailand's extensive sales network, laying the groundwork to scale up its business.
CP Axtra operates the local big-box warehouse chain "Makro" and the supermarket chain "Lotus's," and CJ CheilJedang said combining the two chains' Thailand store counts exceeds 2,700, which is expected to greatly help expand sales of Bibigo products.
Through the partnership, CJ CheilJedang plans to expand placements in mainstream distribution channels not only for its flagship products in Thailand, "Bibigo stir-fried noodles" and "kimchi," but also for various product lines such as "Bibigo dumplings," "K street food," and "K sauce." It also plans to actively grow large-volume and B2B (business-to-business) product lines with Makro, which has a high proportion of restaurant and cafe B2B customers, and to continue collaboration in various areas including joint marketing and promotions.
CP Axtra plans to significantly strengthen the K-food category within Makro and Lotus's by leveraging Bibigo's product competitiveness and global brand power. The two companies are also considering expanding their cooperation to nearby Southeast Asian countries where CP Group operates, such as Malaysia and the Philippines.
A CJ CheilJedang official said, "Based on our partnership with Thailand's No. 1 corporations, we have established a groundbreaking foothold for local business growth," adding, "As a global pioneer in K-food, we will continue 'new territory expansion' through diverse collaborations."
CJ CheilJedang established its Thai subsidiary in 2023 and, after entering the local market, has been selling Bibigo dumplings, kimchi, and stir-fried noodles through major distribution channels such as "Makro," "Lotus's," and "7-Eleven."