CJ CheilJedang's Hetbahn aims for W1.5tr in annual sales by 2028 on 30th anniversary

CJ CheilJedang's instant rice brand Hetbahn laid out its ambitions as it marks its 30th anniversary.

CJ CheilJedang held a press conference for the Hetbahn brand Wednesday at CJ Blossom Campus in Jincheon, North Chungcheong Province, announcing plans to grow the brand's combined domestic and overseas annual sales to the 1.5 trillion won ($1.13 billion) range by 2028, based on consumer prices.

In South Korea, the company said it will continue to focus on growing its multigrain rice lineup while expanding products tailored to individual needs and those that reflect the latest food trends.

In overseas instant rice markets, the company said it aims to spread "Korean rice culture." It plans to position Bibigo Sticky White Rice as a flagship product of the next K-wave and gradually broaden the category with everyday hansik rice dishes and other products.

"Rice is the foundation of hansik's globalization — change the rice, and you can change how people live and eat," said Kim Suk-jin, CJ CheilJedang's head of food marketing and Korea business. "We will go beyond the innovation that transformed daily life and change the way people around the world enjoy rice, driving the brand toward trillion-won scale at home and abroad."

The Hetbahn brand posted record sales of more than 1.1 trillion won last year. Cumulative sales since its 1996 launch are expected to reach around 10 trillion won by the end of this year.

"Hetbahn's 30 years have been a journey of never settling — constantly leading in convenience, taste, quality and health value while evolving Korea's food culture," Kim said. "We will do our utmost to make Hetbahn the next flagship of the K-wave, following in the footsteps of mandu."