Korean food company CJ Cheiljedang has partnered with Thailand's largest retailer CP Axtra to expand its K-food business in Southeast Asia. The deal involves introducing an expanded lineup of Bibigo products through CP Axtra's sales networks. The partnership is set to broaden into neighboring markets like Malaysia and the Philippines.
CJ Cheiljedang announced on Tuesday, December 2, 2025, that it has signed a memorandum of understanding (MOU) with CP Axtra, an affiliate of Thailand's CP Group. The partnership aims to expand K-food offerings in Southeast Asian markets by introducing an expanded lineup of Bibigo products through CP Axtra's sales networks, which include over 2,700 outlets under the Makro warehouse chain and Lotus's supermarket chain.
Southeast Asia, with a combined population of around 690 million, represents a key market for CJ Cheiljedang due to its strong economic growth potential. The company has pursued local partnerships abroad to capitalize on rising global demand for K-food, fueled by the popularity of K-pop, K-dramas, and other Korean cultural content. The share of overseas sales in its overall business rose from 39 percent, or 3.15 trillion won ($2.13 billion), in 2019 to 49.2 percent, or 5.58 trillion won, in 2024. In the January-September period of this year, the ratio exceeded 50 percent, reaching 4.31 trillion won.
As Thailand's largest retailer, CP Axtra's involvement is expected to boost CJ Cheiljedang's market penetration in the region. The two companies plan to extend their collaboration to neighboring Southeast Asian markets, including Malaysia and the Philippines, where CP Axtra also operates.