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CJ CheilJedang deepens ties with Bach Hoa XANH to expand K-food in Vietnam

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CJ CheilJedang is stepping up its push to expand its K‑food footprint in Vietnam, deepening its partnership with the country’s leading retailer, Bach Hoa XANH. The company said on Monday that it will broaden collaboration with the supermarket chain operated by Vietnam’s Mobile World Group (MWG) that runs over 2,700 stores nationwide, signing a memorandum of understanding on Thursday. CJ CheilJedang currently sells a range of products through the retailer, including its flagship dumpling brand Bibigo, rolls, kimchi and seaweed, with sales posting an average annual growth rate of around 20 percent over the past four years. “A partnership with Bach Hoa XANH, a key innovator in Vietnam’s retail market, will serve as a critical stepping stone for Bibigo to become a national brand in the country,” a CJ CheilJedang official said. “We will continue to lead market paradigms and expand K-food by offering products and services optimized for local consumers’ lifestyles.” The expanded partnership is aimed at jointly driving the modernization of Vietnam’s food culture while leverag

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