CJ CheilJedang's K-style rice gains popularity in N.America

South Korea’s CJ CheilJedang Corp. said on Tuesday that its sales of the flagship brand Bibigo’s Cooked Sticky White Rice in North America surged by 160 billion won ($116 million), up 21% year-over-year and doubled the figures from 2021.

The company exports various room-temperature processed rice products, including white rice and mixed grains, with white rice making up over 90% of the export value in this segment.

Instant rice has grown robust in significant markets such as North America, which is stocked in major retailers like Costco.

The company research indicates that North American consumers utilize instant rice in diverse culinary applications, from rice bowls with proteins like meat, fish, or tofu to fried rice, sushi, rolls, and burritos.

Initially facing challenges due to North American consumers' preference for non-sticky long-grain rice, Korean-style rice has gained traction as K-food restaurants become more widespread, encouraging more consumers to enjoy it at home.

CJ CheilJedang has capitalized on this trend by promoting the convenience of its instant rice products.

Cooked white rice is recognized as a healthier carbohydrate alternative to gluten-rich bread or salty fried rice.

A CJ CheilJedang survey found that 35% of local consumers purchase cooked white rice because they regard it as a healthy option.

Industry estimates that the processed rice market in North America has been expanding at an average annual rate of 13% over the last three years, now valued at 1.2 trillion won.

CJ CheilJedang's total sales of instant rice in North America last year grew by 1.8 times compared to 2021.