CJ CheilJedang Operates 'Bibigo Food Truck' Capturing New Yorkers' Lunch in the US

[Asia Economy Reporter Lee Seon-ae] CJ CheilJedang is launching a 'Bibigo' store running through Manhattan to maximize the success of the 'Bibigo Popup Restaurant' opened in New York, USA.

CJ CheilJedang announced on the 10th that starting from the 3rd (local time), it will operate a 'Bibigo Food Truck' sampling the 'Bibigo Dumplings' menu for two weeks in the heart of Manhattan. Leveraging the birthplace of food truck culture, the company is promoting Korean food culture centered on 'Bibigo.'

The operation locations were selected in places where office workers and millennials gather in large numbers, starting near Rockefeller Center, then New York University, Broadway, and Park Avenue. The menu offers the representative K-food product 'Bibigo Dumplings' served with gochujang sauce. It operates from 11 a.m. to 3 p.m. during lunchtime so that busy New Yorkers can enjoy it as a quick meal.

At the event held in front of New York University on the 5th, more than 1,200 people visited the 'Bibigo Food Truck.' A NYU student who tasted the menu said, "I waited in line for 20 minutes just to get dumplings because I am very interested in Korean culture," adding, "I am glad that there is a place to enjoy Korean food outside of Koreatown, and I will visit the store located at Rockefeller Center to try other menus."

Ahn Hyo-jin, head of global marketing for Bibigo at CJ CheilJedang, said, "We hope that the 'Bibigo' food truck, wrapped with dumpling images and phrases promoting the 'Bibigo' popup store, will expand brand and store awareness," and added, "During the popup operation period, we will carry out various marketing activities so that 'Bibigo' can expand its territory into the mainstream in the U.S. East Coast region."

Meanwhile, the 'Bibigo Popup Restaurant' is a strategically planned food culture space by CJ CheilJedang aimed at New Yorkers to promote Korean food culture centered on the 'Bibigo' brand. It offers seven snack menus using 'Bibigo' products such as 'Bibigo Dumplings,' 'Japchae,' and 'Dakgangjeong,' as well as 'Kim Snack' and 'Gochujang' products available for purchase. CJ CheilJedang plans to conduct test marketing on the menu at the 'Bibigo Popup Restaurant' and apply consumer feedback to its strategic roadmap for globalizing Korean food culture.

This content was produced with the assistance of AI translation services.