As S. Koreans eat less rice, CJ looks overseas to grow Hetbahn

To Si Rok or lunch box is a popular dish among the Korean people. Some of the people like to eat lunch box with seaweed.

JINCHEON: 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 South Korea.

The nation’s first aseptic-packaged cooked rice, debuted in 1996, now holds about 65% of the domestic market and has grown into a lineup of multigrain bowls, pot-cooked rice, porridge, cup meals and even rice-studded gelato.