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Korean cuisine conquers Thailand: CP AXTRA and CJ CheilJedang start a partnership!
CP AXTRA and CJ CheilJedang collaborate to expand K-Food in Thailand and promote healthy eating trends.
Korean cuisine conquers Thailand: CP AXTRA and CJ CheilJedang start a partnership!
An exciting milestone for Thailand's culinary landscape is on the horizon! CP AXTRA, a major wholesale and retail player with over 2,600 points of sale in the country, enters into a strategic partnership with CJ CheilJedang. This collaboration aims to significantly increase the variety and availability of Korean food, better known as K-Food, in Thailand. Loud Post Today CP AXTRA will offer a wider range of the popular Bibigo products, which will be available in its Makro and Lotus stores.
The product line will include not only Korean dumplings, but also various types of street food and aromatic seasoning sauces. The decision to offer K-Food is no coincidence, as Korean cuisine is becoming increasingly popular among Thai consumers who are increasingly interested in international cuisine. This trend is reinforced by the increasing awareness of healthy eating and the influence of social media on eating behavior.
Korean cuisine on the rise
The partnership between CP AXTRA and CJ CheilJedang is not just limited to the Thai market — there are also plans in the works to expand this success story to the ASEAN region. Tanit Chearavanont, Group Chief Wholesale Business Officer of CP AXTRA, emphasizes the enormous growth potential that Korean cuisine offers and sees this cooperation as an opportunity to further strengthen the market position. The companies want to work together to develop new, exclusive products that will be offered both retail and wholesale.
This initiative fits neatly into the current trend where Thai consumers are placing more emphasis on health and sustainability. Loud Statista Eating habits have changed significantly. The COVID-19 pandemic has increased people's awareness of healthy eating. More and more Thais are turning to fresh, healthy ingredients that both taste good and are nutritious.
Health and sustainability in focus
A frequently expressed concern among consumers is well-being. The demand for organic products and healthy foods is increasing, and the organic food market is growing. By 2024, the organic food market size in Thailand is estimated to be nearly $33 million. Fruit and vegetables are particularly popular. However, there are also skeptics among consumers who question the actual health benefits of organic food.
To respond to consumer needs, CP AXTRA will not only improve the quality of its products but also promote sustainable practices. Fewer food deliveries and a focus on organic food are some of the strategies the company wants to pursue. This is also reflected in their ambition to position themselves as the leading wholesale and retail platform in the ASEAN region.
With this partnership orientation, CP AXTRA becomes a pioneer in the expansion of K-Food and the consideration of modern nutritional trends. The potential new products and the expansion of the range should also be a good incentive for many other entrepreneurs in the region to take a closer look at the wishes and needs of consumers and to break new ground.