Wellcome partners with CJ Foods to boost K-food selection in HK

Hong Kong supermarket chain Wellcome has partnered with South Korean food giant CJ Foods in a strategic deal projected to generate over US$22 million in sales.

The collaboration significantly expands the retailer's Korean product selection across both Wellcome and Market Place stores citywide, reinforcing its ongoing strategy to broaden international offerings and adapt to changing local palates.

Through the partnership with CJ, Wellcome will introduce new products across multiple categories and targets bringing over 100 Korean food products from CJ Foods to its store network in phases. The expanded range will give customers greater access to authentic Korean flavours and a wider variety of quality food choices. 

Among the exclusive products launching at Wellcome are the Bibigo tofu and Bibigo kimchi. Made using traditional Korean recipes with carefully fermented napa cabbage, the kimchi offers a versatile Korean side dish that combines authentic flavours with everyday convenience.

At Wellcome, providing customers with quality products at great value remains a key priority. Since its launch in 2025, the Everyday Value price-lock programme has demonstrated Wellcome's commitment to helping 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. From 4 to 17 September, CJ products will be available at the Korean Food Fair at Wellcome and Market Place.

Darren Chan, managing director, food, Hong Kong & Macau, DFI Retail Group, said: “At Wellcome, we are committed to offering customers quality products from around the world while delivering exceptional value every day. Korean food has become an increasingly important category for Hong Kong consumers, reflecting growing interest in both Korean cuisine and culture. Through our partnership with CJ, we are bringing trusted Korean brands closer to our customers, while leveraging our extensive store network and Everyday Value programme to make these products more accessible than ever.” 

Teresa Bae, chief business and strategy officer, CJ Foods, said: "This partnership marks a new foothold for the growth of our K-food business in Hong Kong, one of the world’s leading global business hubs. With delicious bibigo products, we will deliver the distinctive flavours of K-food to Hong Kong consumers."

MARKETING-INTERACTIVE has reached out to Wellcome for more information.

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