CJ CheilJedang Leads Communication with MZ Generation Featuring 'Bibigo Kimchi'

[Asia Economy Reporter Seungjin Lee] CJ CheilJedang announced on the 15th that it will strengthen communication with the MZ generation (Millennials + Generation Z) by promoting ‘Bibigo Kimchi’.

The company plans to get closer to the MZ generation with a young and sophisticated image preferred by them through producing and publishing videos and web magazines targeting young people, as well as collaborating with the latest home appliances.

First, under the slogan “Delicious kimchi like it’s in season all year round,” a video introducing the wide range of uses of ‘Bibigo Kimchi’ will be produced and promoted through broadcaster Kim Nayoung’s ‘No Filter TV’ channel and the official Bibigo YouTube channel. The plan is to emphasize that while homemade kimchi must wait for the best taste, ‘Bibigo Kimchi’ can deliver delicious kimchi flavor anytime.

In connection with online malls frequently visited by the MZ generation, a monthly web magazine titled ‘Now in Season’ was also published. It sensibly expresses the image of ‘Bibigo Kimchi’ by including lifestyle content such as seasonal recipes, travel destinations, and seasonal dishes. This month’s edition, focusing on ‘Sliced Napa Cabbage Kimchi,’ is available to consumers through KakaoTalk Shopping, SSG Mall, CJ The Market, and is running special events such as planned sales, accommodation vouchers, and discount coupons linked to the web magazine.

Collaboration with Samsung Bespoke Kimchi Refrigerator is also underway. Customers who purchase the kimchi refrigerator and enter the event will receive regular monthly deliveries of Bibigo Sliced Napa Cabbage Kimchi and specialty kimchi three times from September to December during the period designated by the consumer. For specialty kimchi, customers can choose one item from Chonggak Kimchi, Young Radish Kimchi, Kkakdugi, Baek Kimchi, Gat Kimchi, or Kimchi Bokkeum. The purchase period eligible for event participation is until August 31, and the application deadline is September 10.

A CJ CheilJedang official said, “As the packaged kimchi market accelerates its growth, ‘Bibigo Kimchi’ is seeing an increase in consumers especially among the younger generation,” adding, “We will continue efforts to get closer to young consumers, including the MZ generation, who will become our core customers.”

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