South Korean food conglomerate CJ Cheiljedang Corp has recently partnered with Thailand’s largest retailer, CP Axtra, to expand its K-food business in the Southeast Asian market.
CJ Cheiljedang signed a memorandum of understanding (MoU) with CP Axtra, an affiliate of Thai conglomerate CP Group, to introduce an expanded lineup of its Bibigo products through the Thai company’s sales networks.
CP Axtra operates more than 2,700 outlets including its Makro warehouse chain and Lotus’ supermarket chain.
The 2 companies plan to broaden their partnership into neighbouring Southeast Asian markets, including Malaysia and the Philippines, where CP Axtra also has operations.
Southeast Asia, including Thailand, is a key market for CJ Cheiljedang with a combined population of around 690 million and strong economic growth potential. The company has built partnerships with local companies in overseas markets to meet growing demand for K-food products.
CJ Cheiljedang’s share of sales from overseas market has grown from 39% or US$2.15 billion in 2019, to 49.2% or US$3.81 billion in 2024. In the first 9 months of 2025 alone, overseas sales reached US$2.94 billion.
