CJ Bibigo Captivates New Yorkers... Extends Manhattan Pop-Up Store Operation by 3 Months

[Asia Economy Reporter Choi Saeng-hye] CJ CheilJedang has captivated the discerning tastes of New Yorkers through its global representative Korean food brand, Bibigo.

CJ CheilJedang announced on the 4th that it will extend the operation of the 'Bibigo Pop-up Store' in Manhattan, New York, until the end of May. The Bibigo Pop-up Store was originally planned as a two-month space launched at the end of December last year to introduce Korean food culture targeting New Yorkers.

The Bibigo Pop-up Store received explosive attention from New Yorkers immediately after opening. It set daily sales records every day for the first month after opening, and currently maintains stable daily sales of 4 to 5 million KRW. The cumulative number of visitors has exceeded 20,000. As a result, the Rockefeller Center has continuously requested extensions, and CJ CheilJedang decided to extend the operation by three months.

The popularity of the Bibigo Pop-up Store is attributed to menu selections and location choices that consider local lifestyles. Rockefeller Center, located in Midtown Manhattan, is a densely populated office area with heavy foot traffic, where global food and beverage companies compete to promote their brands. Considering the commercial district, CJ CheilJedang sells seven types of Bibigo snack menus and three types of K-bowls lunch boxes in a to-go format, all of which have undergone taste quality verification through the PGA Tour.

The most popular menu item is undoubtedly dumplings. Customers prefer them with a gochujang sauce that reduces spiciness and adds sweetness. Other popular items include Dakgangjeong (sweet crispy fried chicken), Bibim Gimbap (mixed rice rolls), and the well-being snack known as Bibigo Kim Snack. Michael Miller, who works near Rockefeller Center, said, “I became a regular customer, visiting this store 3 to 4 times a week throughout February. Especially on Fridays after work, I often buy Bibigo products and have become a dumpling enthusiast who cooks them over the weekend.”

The recent rise in popularity of Korean movies and K-pop has also had a positive impact. The Korean Wave has extended to Korean food culture. It is not unusual to see office workers working at Rockefeller Center and nearby lining up in front of the store during lunch hours to purchase Bibigo menu items.

CJ CheilJedang plans to use the Bibigo Pop-up Store to expand interest in K-food, which has so far been concentrated on the U.S. West Coast, to the entire United States. Currently, Bibigo dumplings are sold at a total of 94 stores in the eastern region, including Costco, Walmart, BJ’s Club, and H Mart, and the company plans to further expand distribution channels in the eastern region through Schwans’ sales network.

Son Eun-kyung, Vice President and Head of Food Marketing, stated, “The Bibigo Pop-up Store stands shoulder to shoulder with global F&B stores such as FUKU and Sweetgreen within Rockefeller Center, contributing to the globalization of Korean food culture,” adding, “We will focus on raising the awareness of the Bibigo brand and spreading the K-food craze throughout the United States.”

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