CJ CheilJedang "Globalizing 'K-Street Food' like Tteokbokki and Gimbap"

Selection of 6 Key Strategic Items... 'Bibigo' Branding
Introducing New Products in the US, Japan, and Europe

CJ CheilJedang announced on the 15th that it has selected six major products?Tteokbokki, Hot Dog, Gimbap, Gimmari, Bungeoppang, and Hotteok?as strategic items for K-Street Food and will launch new products under the 'Bibigo' brand in key global markets including the Americas, Europe, and Asia. Through this, the company plans to nurture the next generation of K-Food and secure new growth engines for 'global new territory expansion.'

Bibigo Tteokbokki (Cup) 3 Types [Photo by CJ CheilJedang]

Launching Tteokbokki as the First Representative of K-Street Food
Strategic Utilization Including the 'C2C' Model

The first representative of CJ CheilJedang's K-Street Food is Tteokbokki. Starting in June, the company plans to actively export to core K-Food regions such as the United States, the United Kingdom, France, Japan, and Vietnam. Considering local consumer preferences and convenience, the products will be launched as shelf-stable items in cup and pouch formats.

From August, new products such as Hot Dog, Gimmari, and frozen Tteokbokki will also be introduced overseas under the Bibigo brand. These products will feature an emblem symbolizing K-Street Food. To make the new category of K-Street Food under the Bibigo brand more accessible and friendly to global consumers, CJ CheilJedang designed the 'K' in 'Korean' as a cute character with rounded and elongated shapes reminiscent of Korean street snacks like Tteokbokki and Hot Dog. The emblem will be actively used on packaging for the six main K-Street Food products as well as in various marketing activities.

Additionally, to promote the global spread of K-Street Food, CJ CheilJedang will utilize ▲exporting products made in Korea ▲local production ▲and the 'C2C (Country-to-Country production→export)' method, which involves producing at global production bases and exporting to neighboring countries. This approach will enable agile responses to changes in global local market trends and offer customized products to customers.

Previously, CJ CheilJedang confirmed the global success potential of K-Street Food in Japan. Noticing the trend among Japan’s MZ generation (Millennials + Generation Z) enjoying Korean food and content through 'Dohan Nori (Korean travel play),' the company launched frozen Gimbap, popular for taste, health, and convenience, in Japan last March. More than 200,000 units were sold within a month after launch, receiving a positive response.

From the 19th to June 17th, a 'K-Street Food Pop-up Store' will be held in Shibuya, Tokyo’s largest downtown area, to meet local consumers. The pop-up store will stylishly reinterpret Korean street food stalls using Bibigo’s signature green and K-Street Food imagery, showcasing Bibigo Tteokbokki, frozen Gimbap, Hot Dog, and Micho beverages.

'K-Street Food' Emblem
Photo by CJ CheilJedang

Expectations for Expanding Sales of Global Strategic Products (GSP) as a Catalyst for K-Street Food
Seeking Synergy with K-Content

With the launch of K-Street Food, CJ CheilJedang expects accelerated growth of its seven global strategic products (GSP) including Mandu (dumplings), P-Rice (processed rice), Chicken, K-Sauce, Kimchi, Gim (seaweed), and Rolls.

In fact, the trend of enjoying K-Food in diverse ways is spreading among young consumers overseas, with combinations like 'Mandu + Tteokbokki' gaining popularity. The company also plans to explore synergy between K-Content and K-Food. Through the global K-Culture festival 'KCON,' held annually in the United States, Japan, and other countries, CJ CheilJedang aims to actively promote K-Street Food to local young consumers who have a strong interest in Korean culture.

At the recent Japan KCON held from the 12th to the 14th, more than 10,000 visitors came to the Bibigo booth to enjoy Gimbap, Mandu, Chicken, and other items, depleting all prepared stock. In March, CJ CheilJedang also set up a Bibigo booth at the Thailand KCON, held for the first time in over four years, introducing the charm of Korean cuisine to about 3,000 Thai attendees.

A CJ CheilJedang official stated, "We will strive to pioneer new markets with K-Street Food through a global localization strategy and expand the scope of K-Food. Going forward, we will continue to spread diverse Korean food cultures beyond Asia to overseas markets such as the United States and Europe."

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