Shadow Creek Dressed in Green: 'Polter is Bibimbap, Fowler is Mandu'... This Year's CJ Cup is the 'Bibigo Cup'

'Bibigo' Exposure on Broadcast Screens of 1 Billion Households Worldwide
Expecting Brand Awareness... Leading the Excellence and Globalization of Korean Cuisine

Danny Lee, Rickie Fowler, and Keegan Bradley smiling brightly while making mandu.

[Asia Economy Reporter Lee Seon-ae] "An Byeong-hun and Ian Poulter are hooked on bibimbap, while Rickie Fowler, Keegan Bradley, and Danny Lee are obsessed with mandu." The PGA Tour regular tournament held in the United States, 'The CJ Cup @ Shadow Creek' (CJ Cup), was dyed in the green of Bibigo. On the broadcast screen watched by over 1 billion households worldwide, CJ CheilJedang's representative Korean food globalization brand 'Bibigo' was prominently displayed, and the scenes of Ian Poulter eating bibimbap and Keegan Bradley making mandu were highlighted as unique sights of the tournament.

On the 16th, CJ CheilJedang's Bibigo actively utilized the PGA Tour regular tournament CJ Cup as a marketing platform. The tournament venue, Shadow Creek, was greener than ever. Almost every tee fence (advertisement-posting fence at the tournament venue) displayed the Bibigo logo of CJ CheilJedang, covering the venue with the green color symbolizing Bibigo along with the lush grass. A CJ CheilJedang official said, "It is no exaggeration to say that this tournament was for Bibigo, as we pushed for unprecedented brand exposure," adding, "The broadcast reaches 1 billion households worldwide, and since this year it is held in the U.S. with fewer time zone restrictions, we expect even greater brand exposure effects."

The players enjoyed the 'Bibigo Lunch Box' prepared directly by Bibigo chefs and fell in love with the charm of Korean cuisine. CJ CheilJedang operates a 'Player Lounge' responsible for players' meals every year. This year, due to the impact of COVID-19, meals were provided in lunch box form instead of buffet style, featuring popular Bibigo menus in the U.S. such as salad, rice, and Korean-style BBQ, winning the hearts of players and tournament officials. 'Mandu salad,' 'Galbi grilled meat,' and 'Seafood japchae' were especially popular.

Food set up at Bibigo Kitchen in Players Lounge.

Rickie Fowler mentioned in an official interview, "I've been eating Korean lunch boxes every day during the two days at the tournament venue, and it's really nice to try various kinds of Korean food." The 'The CJ Cup Lunch Box' was also released in limited quantities in Korea to soothe domestic golf fans who can only watch the tournament via broadcast. This menu will be available for the next two weeks at CJ The Market offline stores (CJ CheilJedang Center, IFC).

Participating as the official sponsor brand of The CJ Cup for the fourth year, Bibigo is promoting the charm of Korean food, led by 'Bibigo Mandu,' which has held the No. 1 market share in the U.S. since 2016. Last year, by acquiring the large U.S. food company Schwan's Company, CJ CheilJedang established a food production and distribution infrastructure across the U.S., seizing the opportunity to dominate the world's largest market and build a foundation for large-scale K-food (Korean food wave) expansion.

Bibigo next to the 14th green at Shadow Creek.

In this atmosphere, Bibigo Mandu recorded a historic milestone last year by surpassing domestic sales with U.S. sales for the first time ever. Cumulative sales until August this year rose 25% year-on-year to 283.7 billion KRW. A CJ CheilJedang official said, "Through The CJ Cup, Bibigo is definitely catching two rabbits: 'expanding Bibigo brand awareness' and 'spreading the excellence of K-food,'" adding, "We will continue aggressive marketing in the U.S. to further establish Bibigo as the representative Korean food brand among American consumers."

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