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CJ Cheiljedang releases spicy rice cake menu Tteokbokki in Australia

By Kim Joo-heon Posted : November 30, 2023, 13:33 Updated : November 30, 2023, 13:36
Courtesy of CJ Cheiljedang
[Courtesy of CJ Cheiljedang]
SEOUL -- CJ Cheiljedang, a key subsidiary of South Korea's food and entertainment conglomerate CJ Group, has partnered with Australia's major convenience store chain EzyMart to release Korean food products including Tteokbokki, a menu of finger-sized rice cakes simmered in fiery-red spicy chili sauce. The street food menu is included in a premium ready-to-cook product brand "Bibigo." EzyMart operates some 450 stores across Australia, with about 200 of them located in Sydney.

Cheiljedang is the first South Korean food maker to surpass 10 trillion won ($7.7 billion) in food sales in 2022. The company gained global popularity through Bibigo which has various food items such as dumplings, kimchi, a traditional fermented vegetable dish, and Jeonbokjuk, a Korean-style porridge made with abalone. Cheiljedang's overseas food sales exceeded 5 trillion won last year.

In a survey of about 10,000 people, conducted by Seoul City in 2020, Tteokbokki was chosen as South Koreans' favorite comfort food. The rice cake menu is primarily provided at local snack bars and food stalls on the side of the streets. It is common to observe children eating a cup of red rice cakes after school is over and adults enjoying Tteokbokki with Soju, Korea's iconic distilled liquor, after work.

Cheiljedang said in a statement on November 30 that it has shas commenced the sale of Bibigo Tteokbokki at EzyMart shops in Australia. Along with the spicy rice cake dish, the company is providing 12 other products including Hetbahn, a ready-to-eat microwaveable cooked rice, and Hetbahn Cupbahn, an instant rice dish tailored for microwave cooking.

Cheiljedang earlier agreed with Australia's supermarket chain Woolworths to supply its Bibigo dumpling products. A total of six types of dumpling menus are available at supermarkets and grocery stores run by Woolworths. 

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