CJ Chairman Explores Regional Expansion in Food, Entertainment, and Beauty During UAE Visit

Lee Jae-hyun, chairman of CJ Group, met with Sheikh Salem bin Khalid Al Qassimi, the culture minister of the United Arab Emirates, at CJ HumanVille in central Seoul on Dec. 16.

Lee Jae-hyun, chairman of CJ Group, recently traveled to the United Arab Emirates (UAE) to meet with senior government officials and explore opportunities for expanding the conglomerate’s food, entertainment, and beauty businesses across the Middle East. According to a press release, Lee’s visit began on Dec. 6 and lasted for a week as part of an on-site management tour aimed at assessing growth opportunities in the region. He was accompanied by key executives, including Vice Chairwoman Miky Lee, CJ Corporation CEO Kim Hong-ki, CJ ENM CEO Yoon Sang-hyun, and Lee Sun-ho, head of CJ Corporation’s Future Strategy Group and Lee Jae-hyun’s eldest son.

During the trip, Lee Jae-hyun met with several important figures in the UAE. Among them was Khaldoon Al Mubarak, managing director and CEO of Mubadala Investment Company, where discussions focused on potential collaborations in cultural and economic fields. Al Mubarak had played a significant role in fostering bilateral cooperation during the Korea-UAE summit.

Lee also held meetings with Mohamed Khalifa Al Mubarak, chairman of the Department of Culture and Tourism — Abu Dhabi, and Abdulla Bin Mohammed Bin Butti Al Hamed, chairman of the UAE National Media Office. These meetings centered on discussions about collaboration across media, content, and the broader cultural industry.

In addition, Lee met with local employees alongside Gregory Yep, CEO of CJ Foods, during the trip. “We must not miss the K-wave in the high-potential Middle East market and create new growth engines,” Lee stated. “To leap forward as a global company, we must approach growth with urgency and commit to expanding into new territory.”

CJ Group signed memorandums of understanding (MOUs) with companies in the Middle Eastern country during the Korea-UAE summit to pursue cooperation in the food and beauty sectors. In the food sector, CJ CheilJedang signed an MOU with UAE-based distributor Al Khayyat Investments to explore joint business opportunities.

The group plans to build a halal food portfolio inspired by the UAE and Saudi Arabia and accelerate its K-food business across the Middle East. CJ CheilJedang has selected halal-certified Bibigo seaweed snacks and instant stir-fried noodles as strategic products for the region and plans to expand distribution through major local retail channels in cooperation with Al Khayyat Investments.

CJ Olive Young also plans to support the market entry and sales expansion of K-beauty brands in the Middle East by leveraging local business networks.

“Chairman Lee has traveled overseas this year, starting with Japan and continuing through the United States and Europe to explore global expansion, with the Middle East as the final destination,” said a CJ Group representative. “Next year, the group plans to accelerate expansion into new markets and strengthen its global presence.”

Bibigo dumplings are displayed at a supermarket in Seoul on March 31.

CJ Group said it plans to expand its presence across food, entertainment, and beauty, using the visit as a springboard. The group is looking to capitalize on the growing demand for Korean culture and products in the Middle East. By focusing on halal-certified products and partnerships with local distributors, CJ aims to establish a strong foothold in the region.

The company is also investing in entertainment and media, aiming to bring more K-content to the Middle East. This includes collaborations with international partners such as Warner Bros., which is working with CJ ENM to globally produce and distribute K-content.

CJ Group’s strategy involves not only expanding its existing businesses but also exploring new ventures that align with the evolving needs of the Middle Eastern market. This includes supporting K-beauty brands and enhancing the availability of Korean food products in local retail chains.

By taking these steps, CJ Group is positioning itself as a key player in the Middle East’s growing consumer market. With its focus on innovation, quality, and cultural relevance, the company aims to make a lasting impact in the region.