The company announced Monday it signed a memorandum of understanding with Bach Hoa Xanh, a subsidiary of Vietnam's largest retail group MWG, on April 23 in Hanoi to jointly develop processed food products, bolster cold-chain infrastructure and broaden consumer reach for its Bibigo brand across Vietnam.
The signing ceremony, held alongside the Korea-Vietnam Business Forum, was attended by CJ CheilJedang's Asia-Pacific food division head Cho Jae-bom and MWG Chairman Nguyen Duc Tai, with trade ministers from both countries present.
Under the agreement, the two companies will co-develop products tailored to Vietnamese consumption trends, invest in refrigerated and frozen logistics to strengthen food safety standards, and launch joint promotions including K-food festivals and a dedicated "CJ Zone" within Bach Hoa Xanh's mobile application.
"The partnership with Bach Hoa Xanh, which is driving innovation in Vietnam's retail market, will serve as an important springboard for Bibigo to become a household brand in Vietnam," said a CJ CheilJedang spokesperson.
Copyright ⓒ Aju Press All rights reserved.