Wellcome, Hong Kong’s longest-established supermarket chain and one of the city’s largest supermarket networks, has partnered with CJ Foods, the food business of South Korea’s CJ CheilJedang, to expand its Korean food offering with more than 100 products across its Wellcome and Market Place stores.
The partnership, formalised at a signing ceremony in Seoul, is expected to generate more than US$22 million in sales and will broaden Wellcome’s Korean assortment across groceries, chilled foods, Korean-inspired ready meals, snacks, frozen foods and healthier meal options.
The collaboration comes as interest in Korean food and culture continues to grow among Hong Kong consumers. Through the agreement, CJ Foods will progressively introduce more than 100 Korean food products across Wellcome’s store network, giving shoppers greater access to Korean brands and flavours.
Among the products being introduced are bibigo tofu and bibigo kimchi, with the latter made from fermented napa cabbage using traditional Korean recipes.
The partnership also forms part of Wellcome’s broader strategy to strengthen its international product range, respond to changing consumer preferences and bring more global brands to Hong Kong shoppers.
As part of the launch, more than 30 CJ Foods products have been included in Wellcome’s Everyday Value price-lock programme, which was introduced in 2025 to provide customers with stable prices on everyday grocery essentials.
Darren Chan, Managing Director, Food, Hong Kong & Macau, DFI Retail Group, said the partnership would make Korean products more accessible through Wellcome’s store network. “At Wellcome, we are committed to offering customers quality products from around the world while delivering exceptional value every day.”
Chan added that Korean food had become an increasingly important category for Hong Kong consumers, reflecting growing interest in 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 at 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 flavors of K-food to Hong Kong consumers.”
The expanded CJ Foods range will be promoted through a Korean Food Fair running from September 4 to September 17, 2026, at participating Wellcome and Market Place stores.
Wellcome is part of DFI Retail Group and has been wholly owned by the group since 1964. Established in 1945, the supermarket brand operates alongside Market Place, 3hreesixty and Oliver’s, with the combined network exceeding 325 stores and serving more than 14 million customers each month.
Wellcome has also been expanding its retail proposition beyond conventional supermarkets. In 2021, it introduced the Wellcome Fresh format, combining fresh-produce shopping with supermarket convenience, while its 2025 Everyday Value programme locked prices on more than 500 fresh and grocery essentials.
The retailer has more recently accelerated its e-commerce development as it builds an omnichannel grocery proposition.
CJ Foods, a business unit of CJ CheilJedang, has its roots in South Korea’s first sugar manufacturer, established in 1953. The company has since grown into South Korea’s largest food company and is expanding internationally through its portfolio of Korean food products, led by the bibigo brand.
The partnership with Wellcome gives CJ Foods an expanded retail platform in Hong Kong while allowing Wellcome to deepen its Korean food proposition across multiple categories and price points.
