[23-09-17] Viral frozen 'Kimbap' on a roll in the U.S.

Summarized by Jonghyun Lee

Article

Riding the wave of the K-food trend, Korean-made frozen "kimbap" has recently exploded in popularity among American consumers.

 

TikTok and YouTube are flooded with reaction videos of Americans purchasing and trying out the frozen kimbap sold at the popular US grocery store, Trader Joe's.

 

The kimbap in question is a frozen version introduced by a young food company called "Ol-Got" based in Gumi, North Gyeongsang Province. It quickly became a massive hit in the U.S. shortly after its release.
(* Trader Joe's is an American chain of grocery stores headquartered in Monrovia, California. The chain has 560 stores across the United States).

 

There are two Korean companies that supply frozen kimbap to Trader Joe's, Allgot and Bokmansa. As of August 2023, Trader Joe's has sold out of its initial shipment of 250 tons of frozen kimbap and is preparing a second shipment.

 

The significant push into the U.S. market started earlier this month, and within less than a month of its release, it was a resounding success. Due to high demand and insufficient supply in the U.S., the company is preparing additional shipments.

 

The kimbap's popularity soared in the U.S. due to SNS-driven videos of people eating it. Searching "American Kimbap" on YouTube reveals videos of customers buying the kimbap at Trader Joe's, scenes of sold-out shelves, and the product being enjoyed.

 

Factors contributing to the success of kimbap in the U.S. are its cost-effectiveness and suitability for vegans. Priced at $3.99 (equivalent to about 5,400 KRW), it's seen as good value, especially given rising U.S. prices. The vegetable ingredients make it suitable for vegetarians and dieters.

 

The food industry is optimistic about the kimbap craze in the U.S. market. An industry insider mentioned the pride they feel from the successful exports of Korean products like kimchi, dumplings, and gochujang over the years. The addition of kimbap to the product lineup reaffirms the potential of Korean food in the international market.

 

CJ 제일제당, to consider expanding the sales area for frozen kimbap. It has been confirmed that CJ CheilJedang's frozen kimbap has already been successful in the Japanese market, selling under the bibigo brand.

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Question

Q. Kimbab is trending these days. Do you think Kimbab's popularity will persist? Or do you think it will only be popular in the short term and then people will lose interest?

 

Popularity doesn't go forever. It might find a place, but the current craze won't last long"

In case of of Honey Butter Chip which was incredibly popular in 2014, there's an opinion that the obsession to buy honey butter chips is because people who haven't tried it feel left out.

But anyway honeybutter chip remains a popular snack in Korea. Kimbap, too, will maintain some level of sales even after its explosive popularity has waned.

 

Q. CJ 제일제당 is considering expanding the sales area for frozen Kimbab. If CJ 제일제당 decides to expand into the US market, will they benefit from the current popularity of Kimbab?

 

While kimbap has gained incredible popularity in the U.S. recently, there's no guarantee that this popularity will sustain in the long term.

But However, The frozen kimbap is exported after being rapidly frozen at the Olgot headquarters in Gumi Therefore, it is not impossible for Bibigo's frozen kimbap to enter the U.S. market. CJ CheilJedang's brand recognition is very high.

So, I think they will get benefit from the increase CJ CheilJedang's sales in the Americas.