CJ Foodville, the food and beverages arm of South Korean retail giant CJ Group, opened “CJ Airtown,’’ composed of its F&B brand stores, at Incheon International Airport, the company said Thursday.

In the first stage of the F&B brand mall development, the company has opened six homegrown F&B chain brand stores -- including Bibigo and Seasons Table, both of which are Korean food restaurant chains, and bakery chain Tous Les Jours -- outside the security checkpoints of the arrivals and departure floors.

“The company will increase the number of the brand chain stores to 25 by September as part of its efforts to raise their brand awareness among global visitors to Korea,’’ a company official said.

Tailored for time conscious customers, CJ Foodville has put an emphasis on efficiency in designing and managing its F&B brand stores at the airport, adopting a “quick service restaurant’’ concept.

For instance, steakhouse chain VIPS has turned into an express food restaurant, selling grilled meats and salads.

With the goal of providing Korean cultural contents at the nation’s flagship international airport, the company also has plans to expand collaboration with other cultural contents providers like cinema chain CGV and Mnet, a music television channel, under CJ Group. 

By Seo Jee-yeon (jyseo@heraldcorp.com)