As Koreans eat less rice, CJ looks overseas to grow Hetbahn
JINCHEON, North Chungcheong Province — For three decades, CJ CheilJedang has honed a seemingly simple recipe for instant rice under its Hetbahn brand, which more often than not stands in for microwavable rice itself in Korea. The nation's first aseptic-packaged cooked rice, debuted in 1996, now holds about 65 percent of the domestic market and has grown into a lineup of multigrain bowls, pot-cooked rice, porridge, cup meals and even rice-studded gelato. Innovation continues at CJ’s smart factory
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