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SEOUL — CJ Cheildang, the main subsidiary of South Korean food and entertainment conglomerate CJ Group, has been featured in a Harvard Business School textbook for its successful overseas expansion of Korean food brand Bibigo. Through case studies, the Global Institute featured the strategies and achievements of Korean companies through iconic Korean food brands.
CJ Daiichi Seidang is the first Korean company to surpass 10 trillion won ($7.6 billion) in food sales in 2022. The company has strived to gain competitive advantage in the global market and develop Bibigo as a global brand. Bibigo offers a variety of products, including dumplings, kimchi, a traditional fermented vegetable dish, and jeonbokjuk, a Korean-style porridge made with abalone. In 2022, Daiichi Seido’s overseas food sales will exceed 5 trillion won.
Daiichi Seido said in a Jan. 14 statement that Harvard Business School includes the company’s work in global markets through Bibigo. The case study, titled “CJ Foods: The Path to Global Food Leadership,” explores the company’s efforts to attract consumers around the world through Bibigo, including providing the brand to KCON, an annual Korean cultural convention held around the world. Special feature on Isseido’s global marketing strategy. Bibigo’s logo was also introduced to American consumers through the National Basketball Association’s Los Angeles Lakers uniforms.
Lee Seong-ho, the son of CJ Group Chairman Lee Jae-hyun, also participated in the case study. The 33-year-old joined Daiichi Daiichi Tang in 2013 after graduating from Columbia University in the US and is currently the company’s chief growth officer. Lee previously announced ambitious plans to allow people around the world to enjoy Korean food more than once or twice a week.
Daiichi Sugar is targeting the global market and has several companies, including Schwan’s Company, a frozen food manufacturer headquartered in Minnesota, Kahiki Foods, an Asian packaged frozen food manufacturer headquartered in Ohio, and Meinfrost Company of Germany. It has also acquired foreign companies.
jhkim123@ajunews.com
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