Business · Companies · 3 hrs ago
CJ CheilJedang Targets 1.5 Trillion Won in Hetbahn Sales by 2028
South Korean food company CJ CheilJedang is marking 30 years of its Hetbahn instant rice brand this year.
It aims to raise the brand's annual sales to 1.5 trillion won by 2028.
The company wants overseas sales to grow from 15% to 25% of the total.
In South Korea, it plans to expand options such as mixed-grain rice and high-protein products.
Hetbahn remains the country's leading instant-rice brand, but its market share has recently fallen.
The plans are intended to grow sales while strengthening its position in South Korea and abroad.
CJ CheilJedang aims to grow its Hetbahn instant-rice brand to annual sales of 1.5 trillion won by 2028.
The company also aims to raise overseas sales to 20% to 25% of the brand’s revenue.
Hetbahn sales exceeded 1.1 trillion won last year, and cumulative sales are expected to reach about 10 trillion won by the end of this year.
The company plans to expand grain and health-focused products in South Korea and promote Korean-style rice meals overseas.
Hetbahn is sold in more than 60 countries, and overseas sales have grown by about 30% a year on average over the past five years.
- Who
- CJ CheilJedang, the maker of Hetbahn.
- What
- It aims to grow Hetbahn’s annual sales to 1.5 trillion won by 2028 and increase the overseas share of sales to 20% to 25%.
- When
- The company announced the targets at a briefing on Oct. 21. The sales goal is for 2028.
- Where
- The briefing was held at CJ Blossom Campus in Jincheon, North Chungcheong Province, South Korea. The plan covers domestic and overseas markets.
- Why
- The company plans to expand the brand by strengthening health-focused products in South Korea and promoting Korean-style rice meals overseas.
This story does not have two clearly opposing sides.
CJ CheilJedang launched Hetbahn as South Korea’s first aseptically packaged instant rice.
The company began a full-scale entry into the US processed-rice market under the Bibigo brand.
Overseas sales made up 8% of Hetbahn’s total sales.
Hetbahn sales exceeded 1.1 trillion won, and overseas sales accounted for 15% of the total.
CJ CheilJedang announced its 2028 sales and overseas growth goals at a 30th-anniversary briefing.
The company aims to reach annual Hetbahn sales of 1.5 trillion won and an overseas sales share of 20% to 25%.
- 2028 sales target
- 1.5 trillion won
- Overseas sales share target
- 20% to 25% by 2028
- Sales last year
- More than 1.1 trillion won
- Cumulative sales forecast
- About 10 trillion won by the end of this year
- Markets served
- More than 60 countries
- Brand-related patents
- 267, including overseas filings
3 sources
What people are saying
In 2028, our goal is to expand the share of overseas business to around 20 to 25%.
Rice is the foundation of the globalization of Korean food.
We cook rice with rice milled on the same day at our own milling facilities.
We will continue research and development so that consumers can choose better carbohydrates to fit their individual lifestyles.