CJ Foods expands K-food reach in Hong Kong

The South Korean food company expects its Wellcome partnership to generate more than $22m in sales.

CJ Foods has partnered with Hong Kong supermarket chain Wellcome to expand its K-food presence in the market, bringing more than 100 Korean food products from its bibigo brand to consumers across Hong Kong.

The partnership, announced following a signing ceremony in Seoul on 3 September, will see CJ Foods expand its product assortment across groceries, chilled foods, Korean-inspired ready meals, snacks, frozen meals, and healthy food categories through Wellcome and Market Place stores.

The collaboration is expected to generate more than US$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 products in phases, including bibigo tofu and bibigo kimchi, which are among the exclusive products available through the partnership.

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 our K-food business in Hong Kong, one of the world's leading global business hubs. With delicious bibigo products, we will deliver the distinctive flavours of K-food to Hong Kong consumers.”

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, Chief Business and Strategy Officer, CJ Foods, said.

“Korean food has become an increasingly important category for Hong Kong consumers, reflecting growing interest in both Korean cuisine and culture. Through our partnership with CJ, we are bringing trusted Korean brands closer to our customers, while leveraging our extensive store network and Everyday Value programme to make these products more accessible than ever," Darren Chan, Managing Director, Food, Hong Kong and Macau, DFI Retail Group, said.

CJ Foods products will be available at the Korean Food Fair across Wellcome and Market Place stores from 4 September to 17 September 2026.