NutriAsia, CJ Foods expand access to Korean products for PHL e-commerce market

NutriAsia and CJ Foods have partnered to expand access to authentic Korean food for the Philippine e-commerce market.

Under the agreement signed today at Bonifacio Global City in Taguig City, NutriAsia will distribute and represent CJ Foods’ flagship brand, bibigo, across NutriAsia’s e-commerce shops in major marketplaces such as Lazada, Shopee, and TikTok Shop.

“When it comes to e-commerce, our group manages Shopee, Lazada, Tiktok… [The partnership] is special because usually the allowances of NutriAsia for e-commerce is only for our own brands,” NutriAsia Digital Business Development Head Christian G. Domingo told the media in mixed English and Filipino.

Mr. Domingo noted that CJ Foods’ limited online presence is a gap that the partnership is addressing.

The collaboration combines Filipino and South Korean culinary traditions while elevating the online grocery experience. Filipino shoppers can now access online a curated selection of authentic bibigo products, including dumplings, frozen food, seaweed snacks, and traditional Korean sauces.

“Since we’re also exploring Korean stuff, like the food you are eating, why not invite somebody who is not a competitor, who’s really Korean, who is also looking for a way to get into the e-commerce market,” Mr. Domingo said.

By leveraging NutriAsia’s strong e-commerce presence, CJ Foods aims to accelerate the growth and accessibility of its products in the Philippine market.

The partnership has already delivered strong results, generating more than 1 million pesos in sales during its first month of pilot operations, reflecting growing local demand for premium Korean cuisine.

Mr. Domingo clarified with the media that CJ Foods products are available in other physical outlets such as convenience and grocery stores. However, the e-commerce market is exclusive to NutriAsia’s platforms.

He also said that cross-border expansion to Korea will depend on what CJ Foods will allow.

“Mostly, for now, it’s the Philippine market,” Mr. Domingo said.

NutriAsia General Manager Ampy C. Rio described the partnership as the start of a long-term collaboration that will strengthen the digital grocery ecosystem and celebrate the shared love of Filipino and Korean food.

“The partnership we celebrate today is a sign of greater things to come. This is just the beginning of a fruitful collaboration onwards and upwards for NutriAsia and CJ Foods,” Ms. Rio said. — Kaizzer Angela Marie V. Manuba