CJ CheilJedang Corp. announced on Monday that it has launched dedicated displays for its Bibigo brand at Don Quijote, one of Japan’s largest discount store chains.

The initiative aims to boost brand recognition and customer engagement among both Japanese consumers and international tourists.

Bibigo products are now available at approximately 200 Don Quijote locations, with plans to expand to all stores by the end of the year.

CJ CheilJedang also plans to roll out similar displays at other retail outlets operated by Don Quijote’s parent company, Pan Pacific International Holdings (PPIH).

The shelves feature 17 Bibigo products, including kimchi snacks, bulgogi sauce, all tailored for the Japanese market. The displays are designed to appeal to younger shoppers with colorful visuals and Korean-language expressions, such as “delicious” and “yum yum,” alongside imagery of Seoul landmarks, including N Seoul Tower.

Recognizing the growing influence of the K-trend across Japanese culture, CJ CheilJedang is also investing heavily in local manufacturing.

The company is building a state-of-the-art dumpling factory in Kisarazu City, Chiba Prefecture, with an investment of approximately 100 billion won ($71.6 million). The 8,200-square-meter facility is expected to begin operations in September and will supply Bibigo dumplings across Japan.

“Through this dedicated display, we aim to bring Bibigo food closer to Japanese consumers and strengthen our partnership with global distributors to drive K-food expansion,” said a CJ CheilJedang official.

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