Bibigo kimbap now available at 10 major US retail chains

K-food boom fuels growth outlook as company steps up marketing push

A poster for CJ CheilJedang's Bibigo kimbap "OG Recognizes OG" campaign in the United States. [CJ CheilJedang]
A poster for CJ CheilJedang's Bibigo kimbap "OG Recognizes OG" campaign in the United States. [CJ CheilJedang]

CJ CheilJedang said Thursday that US sales of its Bibigo kimbap rose 59 percent year-on-year in the January–July period this year.

Bibigo kimbap entered Kroger, a major US retail chain, in December 2024 and has since expanded to 10 major retail channels. This year alone, the product was added to Albertsons, Food Lion, Coup and Meijer. The number of US stores carrying the product now stands at 4,734, up 145 percent from 1,924 last year.

CJ CheilJedang believes kimbap can follow the path of its Bibigo mandu and break into the American mainstream, citing the K-food boom and local eating habits. Demand for portable, grab-and-go foods — much like sandwiches and burritos — is strong in the US, a trend the company says is further supported by Bibigo kimbap's 12 grams of plant-based protein per serving.

Danny Kim, a K-food influencer collaborating with CJ CheilJedang, tries Bibigo kimbap with Americans in the United States. [CJ CheilJedang]
Danny Kim, a K-food influencer collaborating with CJ CheilJedang, tries Bibigo kimbap with Americans in the United States. [CJ CheilJedang]

CJ CheilJedang is stepping up marketing efforts to raise awareness of Bibigo kimbap and broaden consumer experience. In Los Angeles, the company is running a campaign called "OG Recognizes OG," built around the idea that true originals in every field recognize the authentic taste of kimbap. The "OG" carries a double meaning — standing for both "original" and "original gimbap" — to highlight the authentic taste and identity of Korean kimbap.

As part of the campaign, the company has partnered with Danny Kim, a K-food content creator with about 9 million followers, to produce videos showcasing the convenience and versatility of kimbap.

Beyond expanding its retail footprint and marketing, CJ CheilJedang is also broadening its product lineup. It currently offers two varieties — bulgogi and spicy bulgogi — and plans to introduce new flavors inspired by iconic Korean ingredients and dishes.

"The US is a market with strong interest in K-food and a well-developed culture of convenient eating, giving kimbap significant growth potential," a company official said. "We will continue to strengthen our presence in mainstream retail channels and deepen local consumer marketing to make Bibigo kimbap a go-to K-food in the everyday lives of American consumers."

An automated frozen kimbap production line at CJ Blossom Campus in Jincheon. [CJ CheilJedang]
An automated frozen kimbap production line at CJ Blossom Campus in Jincheon. [CJ CheilJedang]

spa@heraldcorp.com