CJ CheilJedang, Korea's No. 1 producer of soy sauce and bean paste, is stepping up its efforts to promote the globalization of its sauce and bean paste products, which are sold under the Haechandle brand. CJ CheilJedang announced on September 9 that it would launch red pepper paste ("gochujang" in Korean) with vinegar at Itsu Company, a large restaurant chain in the U.K., and was also working on developing halal red pepper paste targeting the world's largest halal food market.
CJ CheilJedang plans to expand research and development on the superior functionalities of Korea’s traditional soy sauce and bean paste and to accelerate the development of localized products that will best suit global consumers’ tastes. By doing so, the company will spread Korean sauces to the world as “K-Sauce” representing Korea like Japan's Kikkoman Sauce and America’s Tabasco Sauce.
CJ CheilJedang's traditional Korean sauce exports have been on a steady rise. They grew from 5,125 tons in 2013 to 7,195 tons last year, a 40% increase over five years. By succeeding in securing microbe reduction technology, the company has been delivering a gochujang product with fewer microbes to sauce companies such as Griffith in the U.S. and Ebara CJ in Japan as B2B products since the end of 2016. The gochujang product with fewer microbes that is delivered to Griffith is served by Panda Express, a Chinese restaurant franchise in the U.S., and is used in Ebara CJ's simple cooking sauce in Japan.
Via B2C channels, the Bibigo Gochujang Sauce and the Anicheon Gochujang Sauce are selling mainly in the U.S. and the U.K. Taking into consideration the fact that people in the U.S. and the U.K. like to dip food into ketchup, mayonnaise and chili among others, CJ CheilJedang developed gochujang into a dipping sauce. In the U.S., major distributors Whoefood Market and Amazon are selling the red pepper paste and in the U.K., the product is available at ethnic food and Korean food stores.