CJ CheilJedang Launches 'Soup Representative, National Representative Campaign'

[Asia Economy Reporter Seungjin Lee] CJ CheilJedang announced on the 9th that it will carry out the "Representative of Soup, National Representative Campaign" led by the market-leading "Bibigo Soup Dishes."

This campaign was planned based on the idea that all Koreans find comfort and stability through soup dishes such as kimchi jjigae and doenjang jjigae. Using "Bibigo Soup Dishes," which have established themselves as Korea's representative home meal replacements (HMR), the campaign aims to share and empathize with the emotional value that soup as food provides, such as satiety and happiness.

To this end, a video was produced under the theme of "Soup dishes suitable for various emotional situations in daily life," and the campaign will be promoted through YouTube. The group "Celeb Five," composed mainly of comedians Song Eun-yi, Ahn Young-mi, Shin Bong-sun, and Kim Shin-young, along with broadcaster Yoo Jae-hwan, appear to recommend and introduce representative soup dishes that match different situations and emotions in the style of a variety show.

There are five recommended soup dishes, all selected through a pre-consumer vote on Instagram under the theme "Moments when soup is needed." The dishes introduced as "representative soup dishes that fill the heart" by the cast are: ▲ Spam Budae Jjigae to soothe loneliness ▲ Yukgaejang to give strength when tired ▲ Chadol Doenjang Jjigae to comfort sadness ▲ Pork Kimchi Jjigae to control anger ▲ Galbitang to add happiness.

An online special exhibition will also be held centered on these products. At CJ CheilJedang’s food specialty mall CJ The Market, a special exhibition themed "Representative of Soup Dishes, Bibigo National Representative" will run until the 20th. Customers can purchase 24 types of soup dishes, including Bibigo premium soup dishes, at discounts of up to 50%. Additionally, these products are available at discounted prices on online malls such as Wemakeprice, 11st, and eBay, with a Bibigo goods giveaway event for customers who make purchases.

A CJ CheilJedang official said, "We prepared this campaign with the hope that Bibigo premium soup dishes, made with good ingredients, abundant raw materials, and broth simmered deeply for up to 8 hours, will be recognized as a 'hearty meal made with sincerity' that only we can deliver," adding, "We will continue to do our best to establish 'Bibigo Soup Dishes' as a true representative 'home meal' in Korea that delivers value beyond just a product."

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