“Just microwave this rice for 90 seconds, add a little salt and pepper, and it’s delicious!” This is one of the many videos that pop up on TikTok when searching for Bibigo Cooked Sticky Rice, the U.S. name for CJ CheilJedang’s instant rice brand, Hetbahn. Scrolling through, hundreds of clips featuring people from around the world preparing the rice in their own unique ways. Some call it a “hidden gem from Costco,” while others suggest topping it with toasted coconut for a snack or mixing it into a salmon salad.
Over the past few years, Korean food has gained global traction, with instant meals like Hetbahn and kimchi now in the spotlight. Once known mainly as a Korean staple, Hetbahn has been rebranded in the U.S. as a “healthy and convenient meal option” that pairs well with local dishes. This shift has driven a surge in exports, pushing Hetbahn’s annual sales past 900 billion won ($624 million) for the first time last year. One in four Hetbahn packs sold was purchased overseas, and its popularity continues to grow as social media spreads creative ways to enjoy it. Kimchi has also evolved beyond a traditional Korean side dish to become a common ingredient in salads and sandwiches, setting a new export record last year for the first time since 2021.
In North America, Korean instant rice is now seen as a healthier carbohydrate alternative to bread. With concerns over high gluten content in bread and the excessive sodium in fried rice, more Americans are embracing plain white rice as a diet-friendly carb.
A search for instant rice on Instagram brings up over 30,000 posts, many featuring creative ways to enjoy Hetbahn, from salads to fusion dishes. One viral TikTok video showcases innovative ways to use it, such as rolling cooked Hetbahn with vegetables into a “homemade salad roll” or serving it chilled in ice water like porridge. Some even top it with avocado for a plant-based rice bowl.
According to CJ CheilJedang on March 5, Hetbahn’s sales reached a record 914.6 billion won ($634 million) last year, with 24% of revenue coming from overseas markets. The U.S. accounted for 84% of its international sales, largely thanks to expanded distribution in major retailers like Costco and Walmart. Since 2021, North American sales have more than doubled, jumping from 98.8 billion won to 223.1 billion won in 2024. “Sales in the U.S. have surged as Hetbahn is now widely available at major retailers across the country,” a CJ CheilJedang spokesperson said. The brand is currently sold in 40 countries, including Australia, Mexico, Canada, and China.
Kimchi is evolving beyond its traditional role as a side dish to become a versatile ingredient in global cuisine. It is now widely enjoyed not only with rice but also in sandwiches, burgers, and salads as a convenient and healthy addition. On the American online community Reddit, users frequently praise unique pairings, with comments like “kimchi tastes amazing on pizza” and “it’s fantastic in a sandwich with mayonnaise.” Interest in kimchi has grown even further, especially in North America, following studies highlighting its immune-boosting properties during the COVID-19 pandemic.
New kimchi varieties tailored to local tastes are steadily emerging. Daesang, South Korea’s top kimchi exporter, is expanding its lineup in the U.S. and Europe with versions made from locally favored vegetables like cabbage, kale, and carrots. The company has also introduced less spicy “mild kimchi” and a “seaweed salad kimchi,” designed to be enjoyed like a fresh salad with seaweed.
