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Green Rebel Foods, a leading plant-based food tech in Indonesia, has entered the South Korean market. In July of last year, the company reportedly received some investment from the local food manufacturer, CJ CheilJedang.
Green Rebel Foods revealed its official entry into the Korean meat alternative market last week. The company's global vice president, Bryan Toh, announced they have launched their brand in the country at a restaurant located in the Seocho district in Seoul. At the launch, the executive also spoke about the Green Rebel brand and stated why they decided to bring their plant-based products into the region.
According to The Korea Economic Daily, the Indonesian food tech firm specializes in offering Southeast Asian cuisine made with plant-based meats. Prior to its arrival in South Korea, Green Rebel already started selling its products in the Philippines and Singapore. This year, after Korea, its next target of expansion is Vietnam.
At any rate, it was pointed out that although the Koreans are not familiar with the Green Rebel brand, it has already established itself in Southeast Asia. In fact, it has more than 800 global brand partners, such as Domino's Pizza and Starbucks, in different Asian nations. It has deals with Mariott Hotel, Shangri-La, and Westin Hotel as well.
Meanwhile, prior to its landing in South Korea, Green Rebel had already built a business relationship with CJ CheilJedang, a leading food company in the country. The latter invested in the plant-based food producer and has since maintained an alliance.
"CJ Group is a large company that leads not only the food and beverage industry but also various subsidiaries, such as logistics and entertainment, which can be utilized for various collaborations," Green Rebel's VP said in a statement. "The collaboration with CJ Group can be extended not only to the Korean market but also to global markets."
