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Bibigo Royal Court Dumpling exceeds KRW 300billion

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- The company accomplished the feat in just 3 years and 8 months since its launch in December 2013, recording the ‘largest sales in the shortest period of time’ in the history of frozen dumplings.
- This year’s sales increased by 28% YoY, which is propelled by the ‘Honsul and Homesul (drinking alone and drinking at home)’ and HMR consumption trends.
- Breaking away from the image of being food that is most popular in winter, its monthly sales exceeded KRW 10 billion during the off-season.

The cumulative sales of CJ CheilJedang’s ‘bibigo Korean Royal Court Dumplings (Wanggyoja),’ which is enjoying explosive popularity as the ‘national dumpling,’ exceeded KRW 300 billion, writing a new history in the frozen dumpling market.

CJ CheilJedang announced that the cumulative sales of ‘bibigo Korean Royal Court Dumplings’ exceeded KRW 300 billion in just 3 years and 8 months since its launch in December 2013. It is the first brand in the domestic frozen dumpling market to record the ‘largest sales in the shortest period of time.’ The cumulative sales volume is 100 million pieces. Considering that Korea has a population of 50 million, one person could be said to have eaten two pieces of ‘bibigo Korean Royal Court Dumplings.’ It is all the more significant in that its competitors are trying hard to catch up with ‘bibigo Korean Royal Court Dumplings,’ and the food companies are competing fiercely in sales promotion efforts.

▲ Annual sales of CJ CheilJedang bibigo Korean Royal Court Dumplings (in terms of consumer price)

‘bibigo Korean Royal Court Dumplings’ is hot this year, too. As of now (up to July), the sales of ‘bibigo Korean Royal Court Dumplings’ reached about KRW 83 billion. Its sales went up by 28% compared to the same period last year, and increased a staggering 7 times compared to 3 years ago. Particularly in the off-season, i.e. after March, its sales amounts to more than KRW 10 billion every month, the leader with no equal in the field. While the ‘Honsul and Homesul’ and HMR trends continue, it seems that the features of this product, i.e. easy to cook and good to eat in various ways (e.g. as a main dish and a snack served with alcoholic beverages), have led to this outstanding achievement.

Thanks to the brisk sales, it has further consolidated its status in the market. CJ CheilJedang has a 42% share of the total frozen dumpling market this year (up to June). Its overwhelming market share widened the gap between it and its closest competitor (16.9%) compared to last year. Despite the stiff competition of the second movers in the market equipped with ‘Korean royal court dumplings (Gyoja)’ products, its share of the Gyoja (dumpling) market rose by 3.1% from 47.1% last year to 50.2% this year.

▲ LinkAztec market share data (total frozen dumpling market (left), Gyoja (dumpling) market (right)

The secret to the success of ‘bibigo Korean Royal Court Dumplings’ is its taste and quality that defy common sense in dumplings being sold in the market. CJ CheilJedang made full use of the original texture and juiciness and implemented a rich mouth-filling texture by chopping meat and vegetables coarsely without grinding them. The dumpling skin was tender and moist as the dough was kneaded more than 3,000 times and cured in a vacuum for a few minutes. The company studied the component ratio of the raw wheat and the characteristics of the flour to find the best mixing ratio, and developed the ‘soft and tender’ dumpling skin exclusively for ‘bibigo Korean Royal Court Dumplings.’

CJ CheilJedang is planning to stimulate further demand through various activities, including ‘Wangmaek (bibigo Korean Royal Court Dumplings + beer)’ marketing in preparation for the summer, the peak season for beer. The company will increase the sales of ‘bibigo Korean Royal Court Dumplings’ by 30% over last year to KRW 150 billion. Huh Joon-Yeol, general manager in charge of the meat processing and frozen food marketing at CJ CheilJedang, said, “We will not settle for what we accomplished in the domestic market, and we will differentiate the brand, R&D and manufacturing competitiveness so that it can grow into a brand representing Korean food.”