CJ CheilJedang, the South Korean food giant known for products like Hetbahn, is strengthening CJ The Market, its online platform, to attract more customers and reduce reliance on external distribution networks. The company aims to boost profitability by expanding exclusive offerings and enhancing delivery services via its own channel.

The company reported on Monday that cumulative membership for CJ The Market reached about 4.09 million as of March 2025, up 11 percent from a year earlier. Paid membership for its premium service “The Prime” also rose 36 percent year-over-year to about 155,000 members.

CJ CheilJedang found success with exclusive product launches via CJ The Market. It debuted two export-only bibigo frozen gimbap items - bulgogi and spicy pork - for the first time in the domestic market In January 2025, selling about 20,000 units within a month. The company also launched “Our Kid’s Organic Hetbahn” and three types of frozen vegetables under the “Pick and Fresh” house brand, including chopped green onions and mixed vegetables for stir-fry and stews.

To target gift-giving seasons, CJ CheilJedang rolled out special edition Spam gift sets such as the “Blue Snake Edition” for Lunar New Year 2025 and the “Super Moon Edition” for Chuseok 2024. The company has been importing popular overseas goods to expand its catalog in addition to its own products.

Delivery services were also upgraded. For CJ CheilJedang products, customers who place orders before 11 p.m. can receive next-day delivery anywhere in Korea excluding Jeju Island and other remote areas.

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