"Allergy Bibigo"... Thai Gen Z Falling for 'K-Food' at KCON 2023

CJ CheilJedang announced on the 20th that its Korean food brand Bibigo held 'KCON 2023 Thailand' to showcase the appeal of K-food to global consumers.

KCON 2023 Thailand was held for two days starting on the 18th in Bangkok, Thailand. At the Bibigo booth, which modernly reinterpreted traditional markets, a product tasting event featuring their main products such as dumplings, kimchi, and Micho was held. Over the two days, more than 3,000 visitors lined up to eat freshly steamed Bibigo dumplings, creating a remarkable scene. The area around the Bibigo booth was bustling with Thai visitors in their teens and twenties gathered to enjoy dumplings and kimchi.

The Bibigo booth at '2023 KCON Thailand' held in Bangkok, Thailand
[Photo by CJ CheilJedang]

Thailand is one of the countries where CJ CheilJedang declared acceleration of K-food earlier this year. CJ CheilJedang plans to aggressively expand its business in Thailand by leveraging its geographical proximity to Vietnam, a production hub for Europe and the Asia-Pacific region. In particular, they plan to increase brand awareness within Thailand by linking with K-content such as KCON.

A CJ CheilJedang official said, "This year was the first time Bibigo participated in KCON held in Thailand, and we were able to confirm the high interest in Bibigo and K-food," adding, "We will continue to raise Bibigo’s recognition and broaden the base of Korean cuisine through various products that consider global consumers’ tastes."

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