CJ CheilJedang has announced a bold goal to grow its flagship instant rice brand, Hetbahn, into a 1.5 trillion-won brand by 2028, marking its 30th anniversary since launch. The company revealed its ambition to aggressively target overseas markets and make it the "second Mandu (dumpling)."

During a press conference held on the 21st at the CJ Blossom Campus in Jincheon, North Chungcheong Province, commemorating the 30th anniversary of Hetbahn, CJ CheilJedang stated, "We will capture the demand for health-conscious meals domestically while expanding our market presence abroad by highlighting the sticky texture of authentic Korean rice." The company plans to elevate its sales—which stood at 1.1 trillion won last year—to over 1.5 trillion won by 2028. A CJ CheilJedang official explained, "The strategy of competing with genuine Korean rice flavor reflects Chairman Lee Jay-hyun's 'Only One' management philosophy of pursuing first-rate, ultimate, and differentiated value."

The core driver of growth is the overseas market. CJ CheilJedang currently sells Hetbahn in over 60 countries, including the United States, Canada, and Australia. Over the past five years, overseas sales have grown at an average annual rate of about 30%, and their share of total sales has risen from 8% in 2021 to 15% last year. The United States is a primary focus of these efforts. The company believes that high purchasing power and a well-developed processed food market offer significant room to expand demand for instant rice. CJ CheilJedang has already been targeting the U.S. market since 2017 using the "Bibigo" brand.

Domestically, multi-grain rice was presented as a new growth engine. The share of multi-grain rice in Hetbahn's domestic sales surged from the 10% range in 2019 to over 30% last year. In coming December, the company will introduce "Hetbahn Protein Multi-grain Rice," which increases protein content using "shaped rice"—plant-based protein ingredients processed into the shape of rice grains. Recently, it also launched three types of 110g mini-rice bowls to cater to diet-management demands. Kim Sook-jin, Head of Food Marketing at CJ CheilJedang, stated, "We will foster Hetbahn into the 'second Mandu' in the global market."

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