Wellcome and CJ Foods partner to bring 100+ Korean products to Hong Kong

strategic partnership Korean food supermarket expansion K-food retail collaboration

Wellcome, Hong Kong’s largest supermarket chain, has entered into a strategic partnership with CJ Foods, South Korea’s largest food company, to expand the availability of Korean products in the region. The collaboration, marked by a signing ceremony in Seoul, aims to introduce over 100 Korean food items to Wellcome and Market Place stores.

The partnership is expected to generate more than US$22 million in sales. The expanded assortment will include groceries, chilled foods, snacks, frozen meals, and Korean-inspired ready meals, featuring brands such as bibigo™. Specific products like bibigo tofu and kimchi will be among the offerings.

To celebrate the launch, over 30 CJ Foods products have been included in Wellcome’s ‘Everyday Value’ price-lock programme. Additionally, a ‘Korean Food Festival’ is scheduled to take place at Wellcome and Market Place locations from September 4 to September 17, 2026.