CJ Bibigo Appears at 'KCON 2022 LA'... 10,000 Hallyu Fans Gather in the US

Visitors are lining up at the Bibigo Food Street prepared by CJ CheilJedang at KCON 2022 LA, held in Los Angeles, USA, from the 19th to the 21st./Photo by CJ CheilJedang

[Asia Economy Reporter Song Seung-yoon] CJ's global Korean food brand Bibigo announced on the 23rd that it held various events promoting K-food at the K-culture festival 'KCON 2022 LA,' which took place over three days until the 21st in Los Angeles, USA.

This year, at the 'Bibigo Food Street,' which recreated Korea's trendy food alleys, a tasting event was held featuring Bibigo's main products in the US, such as Bibigo dumplings and chicken, as well as the hot sauce 'Bibigo GOTCHU,' a reinterpretation of gochujang. Over 10,000 people flocked over the three days to enjoy Bibigo dumplings and chicken.

They also operated a 'Mukbang Studio' targeting the MZ (Millennial + Generation Z) generation. Visitors filmed their own K-food introduction videos and shared them on social networking services (SNS) such as Instagram and YouTube. Korean-American mukbang YouTuber Zach Choi, who has 14.2 million followers, also visited and filmed an ASMR video featuring Bibigo dumplings, which became a hot topic.

CJ CheilJedang plans to leverage various cultural and sports events, including the LA Lakers global partnership and the PGA Tour regular tournament 'The CJ Cup,' to imprint the Bibigo brand on consumers worldwide.

A CJ CheilJedang official said, "The enthusiasm on-site was hotter than ever at the first offline event in three years," adding, "We will continue to raise awareness of Bibigo and expand the base of Korean food through various products such as dumplings, chicken, processed rice, and K-sauces."

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