CJ CheilJedang has enhanced its partnership with three major Shinsegae Group retailers ? Emart, SSG.com, and Gmarket ? by launching the collaboration’s first jointly planned retail products.

On Tuesday, CJ CheilJedang unveiled five new products jointly developed with the Shinsegae firms, including ‘Soft and Fluffy King Dumplings,’ ‘Spam Tomato Detroit Pizza,’ ‘Spam Tempura,’ and ‘Jjukkopsae (Meal Kit).’ This collaboration, from conceptualization to product launch, is the first joint effort between the two companies.

Beyond the five jointly developed products, CJ CheilJedang also introduced two Plantable soup dishes (Spicy Beef Soup and Seaweed Soup), Plantable canned ham, and Haechandle’s Sun-Dried Red Pepper Paste for the first time on Emart, SSG.com, and Gmarket. These products will be available for sale exclusively for two months following their initial launch, and to commemorate the launch of these jointly planned products, consumer promotions, such as buy-one-get-one deals, and discount coupons will be offered.

The latest collaboration follows the duo’s partnership that began in June 2023, and Shinsegae channels have exclusively sold new CJ CheilJedang products since August. The products launched through these channels previously have shown strong sales performance with CJ CheilJedang’s ‘Bibigo Fish-shaped Buns,’ a part of its ‘K-Street Food’ series, hitting cumulative sales of about 250,000 units in the first two months after its launch. Similarly, ‘Bibigo Flat Dumplings’ recorded cumulative sales of 140,000 units during the same period.

Industry observers speculate that CJ CheilJedang, which is currently in a dispute with Coupang Inc. over supply prices, is now seeking breakthroughs by collaborating with Shinsegae Group, Coupang’s competitor. Coupang halted orders of CJ CheilJedang products, including ‘Hetbahn’ and ‘Bibigo,’ in November 2022 citing supply price issues. In response, CJ CheilJedang joined Naver Shopping In March 2023 and signed a memorandum of understanding with Market Kurly for joint product planning.

By Kim Geum-yi and Minu Kim

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