Wellcome, Hong Kong’s largest supermarket chain, has announced a strategic partnership with CJ Foods, South Korea’s largest food company and a major driving force behind the globalisation of K-Food with its bibigo™ brand.
The new partnership will further strengthen Wellcome’s Korean food offering, bringing a wider selection of authentic Korean favourites to customers. The collaboration is expected to generate more than US$22 million in sales, and will significantly expand the Korean product assortment at Wellcome and Market Place stores across key categories, including groceries, chilled foods, Korean-inspired ready meals, snacks, frozen meals and healthy meals.
This collaboration also aligns with Wellcome’s ongoing strategy to broaden its international product assortment, drive innovation and stay attuned to evolving consumer tastes, while bringing more sought-after global brands to customers in Hong Kong.
Wellcome has targeted to bring over 100 Korean food products from CJ Foods to its store network in phases starting with the exclusive Bibigo tofu and Bibigo kimchi.
In 2025, Wellcome introduced Everyday Value price-lock programme to help customers better manage their everyday grocery spending while enjoying dependable quality. Over 30 products from CJ Foods have been featured in the Everyday Value programme, with prices locked. The initiative allows customers to enjoy popular Korean products at stable, competitive prices without compromising on quality.
