CJ CheilJedang products now available on AliExpress platform

[Courtesy of AliExpress]

South Korean food giant CJ CheilJedang Corp. has turned to Chinese e-commerce platform AliExpress to sell its products, embarking on a new venture amid its delivery pricing conflict with Coupang Inc., the country’s largest online retail platform company.

On Thursday, AliExpress began selling CJ CheilJedang’s key products, such as Hetbahn, pre-cooked rice, and Bibigo mandu, or Korean-style dumplings, at discounted prices of more than 50 percent.

As part of its grand launching, CJ CheilJedang is offering a box of 24 Hetbahn packages for 19,800 won ($15), down 55 percent from its original price of 44,400 won

It also brought down the price of a package of two Bibigo mandu packages from 36,920 won to 22,820 won.

CJ Group is expected to enhance its partnership with AliExpress, given that CJ Logistics Corp. had been the logistics partner of the Chinese e-commerce platform in Korea.

Since 2022, CJ CheilJedang has been engaged in a delivery price dispute with Coupang. It refrained from directly selling key products through the platform.

Instead, it bolstered ties with Coupang‘s rivals, including Naver Corp.

Last month, AliExpress launched an open call for sellers on its latest channel, which introduces Korean sellers and their local products, known as K-Venue. Over 20 major companies, including LG Household & Health Care and Cuckoo Electronics Co., have joined the platform.