While domestic per capita annual rice consumption has hit a record low, CJ CheilJedang, leading with its representative instant meal brand 'Haeitban', is significantly increasing domestic rice purchases to boost rice consumption and foster shared prosperity with local farmers.
According to the National Data Office's "2025 Grain Consumption Survey" released on the 13th, last year's per capita annual rice consumption averaged 53.9 kg, a 3.4% (1.9 kg) decrease from the previous year. This is the lowest figure since statistics collection began in 1962 and marks 41 consecutive years of decline. Compared to 1995 (106.5 kg), roughly 30 years ago, consumption has dropped to half that level. Per capita daily rice consumption also fell by 3.4% (5.2 g) year-on-year to 147.7 g.
Direct household rice consumption is sharply declining as described above. Meanwhile, processed rice used as raw material for food products and beverages continues to rise steadily. Among these, expanded rice purchases by the instant rice manufacturing industry have emerged as a solution to prevent a collapse in rice consumption.
CJ CheilJedang has set its domestic rice purchase volume for this year, primarily for producing Haeitban and Haeitban Cup Rice, at approximately 60,000 to 70,000 tons. Since launching Haeitban in 1996, domestic rice purchases have grown rapidly. From 800 tons in 2001, it increased 25-fold to around 20,000 tons by 2015, and expanded further to approximately 46,000 tons in 2020.
Last year, the company purchased about 65,000 tons of rice, more than triple the volume from a decade ago. This accounts for over 42% of the total rice (152,800 tons) used nationwide for manufacturing 'cooked food products' and 'lunch boxes.' It is evaluated that CJ CheilJedang successfully attracts 'rice dropouts'—those who do not cook rice at home—to become domestic rice consumers through processed foods.
As the No. 1 brand in pre-packaged rice, Haeitban procures the largest volume and variety of domestic rice in the country. Cumulative sales of Haeitban reached 6.8 billion units as of last year since its launch.
The company is also actively building an ecosystem for shared prosperity with rural economies. Since 2010, CJ CheilJedang has established contract farming agreements with over 2,500 farms across 14 regions nationwide, including Asan in South Chungcheong Province, Jincheon in North Chungcheong Province, and Iksan in North Jeolla Province, providing stable sales channels. It also promotes regional awareness by commercializing famous rice-producing area brands into Haeitban products.
The collaboration model with Asan City is particularly representative. CJ CheilJedang has steadily increased contract farming areas in Seonjang-myeon and Dogo-myeon of Asan. Starting from the 2025 harvest, it has fully adopted 'Donghaeng,' a rice variety exclusively for Haeitban, conducting contract farming on approximately 1,111 hectares (about 10,000 tons). For the 2026 harvest, this area is being expanded to 1,420 hectares (approximately 12,000 tons).
The 'Haeitban-exclusive Comprehensive Rice Processing Center (RPC)' established in Asan City is considered a representative model of corporate-local government-farmer shared prosperity. Spanning 18,000 square meters (about 5,500 pyeong), the facility provides one-stop services for rice drying, storage, brown rice processing, and milling.
CJ CheilJedang provided the equipment, while the Chungcheongnam-do Provincial Government and Asan City covered establishment costs, with operations managed by Seondo Agricultural Cooperative. Through this arrangement, farmers secured stable sales channels, and CJ CheilJedang established a virtuous cycle for reliably sourcing high-quality rice.
A CJ CheilJedang representative stated, "In the trend of expanding HMR, rice-based processed products centered on Haeitban are contributing to boosting domestic rice consumption and fostering shared prosperity with farmers. We will continue to increase contract farming volumes to lead growth in Korea's rice-processed food market and uphold the foundation of K-food."
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