CJ Expands Overseas Sales Share for ‘Dasida’

CJ develops new growth strategy.
Aiming to raise overseas sales share from 20% to 40%

CJ CheilJedang has formulated a strategy to evolve “Dasida,” a seasoning brand that has solidified its status in the domestic market for over 50 years, into a global brand specializing in sauces and seasonings. By strengthening its overseas push with products tailored to markets such as China, Japan, and Vietnam, the company is expected to achieve KRW 500 billion in sales and raise its overseas sales share to 40% by 2028.
According to the food industry, CJ CheilJedang has set a goal to elevate Dasida into a mega brand by 2028. With industry estimates placing this year’s Dasida sales at around KRW 350 billion, the company plans to increase this figure to over KRW 500 billion within the next four years.

To achieve this, CJ CheilJedang is accelerating its expansion into overseas markets. While Dasida already entered approximately 60 countries, including the United States and Europe, the company plans to significantly intensify its efforts to target China, Japan, and Vietnam to elevate it to mega-brand status.
In China, where the market has traditionally been B2B focused, the company plans to boost demand from general consumers by launching a wide range of products tailored to regional taste preferences.
In Vietnam, CJ CheilJedang is strengthening its push into the mainstream market by fully rebranding eight sauce products used for braising, grilling, stews, and hotpots, originally under the local brand CJ Cầu Tre, to the Dasida brand. Additionally, the company plans to launch three types of Dasida Dipping Sauces later this year, reflecting global sauce trends, and aims to target the broader sauce market by expanding its sales network into neighboring countries. In Japan, the company is targeting the market that is dominated by fish-based stock seasonings by emphasizing product differentiation with its Korean-style beef Dasida products.
The combined market size for products that Dasida can target, including broth cubes, powders, and chili sauces, across China, Japan, and Vietnam is estimated to be between KRW 6 trillion and 7 trillion. The company anticipates that the rising profile of K-Food and the growing popularity of convenient meal solutions will have a positive impact on its efforts to capture the overseas sauce market.

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