CJ CheilJedang targets $1.1 billion Hetbahn sales by 2028, eyes US expansion
CJ CheilJedang aims to lift Hetbahn's annual revenue to about 1.5 trillion won by 2028, focusing on growth in the United States and new product lines as domestic rice consumption wanes.
For three decades CJ CheilJedang has turned Hetbahn into Korea's dominant aseptic-packaged rice brand, commanding roughly 65% of the domestic market and producing about 700 million bowls each year at its Jincheon and Busan facilities. The company now targets 1.5 trillion won in annual sales by 2028, up from over 1.1 trillion won last year, by expanding overseas and adding new items such as multigrain, matcha and perilla-oil rice.
Its smart factory relies on a refined aseptic process and 267 patents that allow nine-month shelf life without preservatives. Sales abroad, spanning roughly 60 countries, have grown about 30% per year and now represent 15% of total revenue; CJ expects this share to exceed 20-25% by 2028. The United States, marketed under the Bibigo label, is the primary focus, holding about 12% of the U.S. instant-rice market. The push responds to declining rice consumption among younger Koreans and increasing competition from cheaper rivals.
Why it matters
The plan shows how a major Korean food company is reshaping its business amid changing domestic diets and seeking growth in global markets.
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