CJ Foods, a South Korean food company, has partnered with Hong Kong supermarket chain Wellcome to expand its K-food presence in the market. The partnership is expected to generate more than $22m in sales, as CJ Foods strengthens its presence in Hong Kong, where demand for Korean cuisine and culture continues to grow.
The company will introduce over 100 Korean food products from its bibigo brand to consumers across Hong Kong, including bibigo tofu and bibigo kimchi, through Wellcome and Market Place stores.
The collaboration will see CJ Foods expand its product assortment across groceries, chilled foods, Korean-inspired ready meals, snacks, frozen meals, and healthy food categories. More than 30 CJ Foods products will also be included in Wellcome’s Everyday Value price-lock programme, allowing selected products to be offered at stable prices.
This partnership marks a new foothold for the growth of CJ Foods’ K-food business in Hong Kong, one of the world’s leading global business hubs. They aim to deliver the distinctive flavors of K-food to Hong Kong consumers through the partnership.
Korean food has become an increasingly important category for Hong Kong consumers, reflecting growing interest in both Korean cuisine and culture. The demand for K-food is expected to continue growing, driven by the increasing popularity of Korean culture in the region.
CJ Foods said the partnership forms part of its efforts to grow its global K-food business by making its products more accessible through established retail networks. Teresa Bae, the company’s Chief Business and Strategy Officer, stated that the partnership will help CJ Foods deliver the distinctive flavors of K-food to Hong Kong consumers.
Darren Chan, Managing Director, Food, Hong Kong and Macau, DFI Retail Group, noted that the partnership will bring trusted Korean brands closer to customers, while leveraging the extensive store network and Everyday Value programme to make these products more accessible than ever.
CJ Foods products will be available at the Korean Food Fair across Wellcome and Market Place stores from 4 September to 17 September 2026. The fair will showcase a range of Korean food products, including those from the bibigo brand, such as new dining concepts.
In a similar move, other companies have also expanded their presence in the Hong Kong market, highlighting the growing demand for international cuisine in the region.
The partnership between CJ Foods and Wellcome is expected to have a positive impact on the Hong Kong market, making K-food more accessible to consumers.
They will make the company’s products available in various stores across the region, allowing customers to experience the distinctive flavors of Korean cuisine.
