CJ CheilJedang Operates 'K-Food Zone' in Qatar... "Capturing Global Soccer Fans with K-Food"

During the World Cup, 'Fan Zones' in Qatar sell Bibigo Kimchi and more
Introducing 'Hetbahn Cupbap' for enjoying meals with the matches

[Asia Economy Reporter Eunmo Koo] CJ CheilJedang has launched an effort to capture the taste buds of global soccer fans in Qatar, the host of the World Cup, by promoting its representative K-food brand Bibigo.

On the 22nd, CJ CheilJedang announced that it will operate a separate 'K-Food Zone' within the fan zones set up near all 10 stadiums throughout the World Cup tournament period.

At the World Cup fan zones operated by Al Meera, Qatar's largest distribution channel, visitors can find popular CJ CheilJedang products such as 'Bibigo Snack Gim', 'Bibigo Gim', 'Bibigo Kimchi', and 'Hetbahn Cupbap'. The company expects to further elevate the status of K-food as approximately 1.2 million global soccer fans are anticipated to visit the area.

To coincide with this World Cup, CJ CheilJedang launched 'Hetbahn Cupbap', a convenient one-meal ready-to-eat product, in mainstream distribution channels in the Middle East for the first time. Considering that many local soccer fans watch multiple matches a day while moving between stadiums, the product allows them to enjoy a simple meal on the go. The newly introduced Hetbahn Cupbap comes in three varieties?Seaweed Soup Rice, Barley Bibimbap with Strong Soybean Paste, and Soft Tofu Stew Rice Soup?made with ingredients suitable for Muslim consumers.

To commemorate the first World Cup held in the Middle East, a limited edition 'Bibigo Gim' was also released. The outer packaging features Qatar's symbolic purple background along with images of a soccer ball and goalpost representing the world's largest festival, the World Cup. CJ CheilJedang plans to hold various promotional events offering Bibigo products at discounted prices at major local retail stores such as Al Meera, Monoprix, and Carrefour.

A CJ CheilJedang official stated, "We wanted to create a place where people from around the world can enjoy the charm of K-food at the global festival of the World Cup," adding, "We will continue our efforts to spread Korean food culture worldwide centered on Bibigo."

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