JINCHEON — CJ CheilJedang (097950) said it aims to grow Hetbahn, its instant rice brand marking its 30th anniversary this year, into a brand with annual sales of about 1.5 trillion won ($1.1 billion) by 2028.
Kim Sook-jin, head of food marketing at CJ CheilJedang, outlined the target at a press conference on Hetbahn's 30th anniversary held on the 21st at the company's CJ Blossom Campus in Jincheon, North Chungcheong Province. "We will expand the domestic market with products that strengthen nutritional design, such as high protein content, and broaden our consumer base overseas," Kim said.
Launched in 1996, Hetbahn topped 1 trillion won in annual sales for the first time in 2023 on a combined domestic and overseas retail-price basis, then posted a record 1.18 trillion won last year.
CJ CheilJedang plans to pursue market expansion with its overseas business as a new growth engine. "Our goal is to raise the overseas share of sales to 20% to 25% by 2028, from 15% last year," Kim said.