CJ CheilJedang launches delivery service 'Bibigo To Go' in the UK to accelerate European expansion

Delivery Brand Launch... Available on Various Delivery Apps
Bibigo Pop-up Store Held Throughout November

CJ CheilJedang is accelerating the expansion of its European food business by starting a delivery service in the UK.

Exterior view of the Bibigo pop-up store opened in Shoreditch, London, UK.
[Photo by CJ CheilJedang]

On the 6th, CJ CheilJedang announced the launch of its delivery service brand ‘bibigo to go’ in the UK. The goal is to expand the scope of the K-food business and increase accessibility to Korean food culture for local consumers.

bibigo to go operates in collaboration with the local UK delivery franchise company Peckwater Brands and is available on major local delivery platforms such as Uber Eats, Deliveroo, and Just Eat. The menu was developed based on bibigo products sold in the UK. Before the launch, a demo brand exclusive to delivery applications was created and sold for about six weeks to tailor recipes and prices to customer preferences.

Through this, the menu features items such as Hot Jang, a chili sausage based on gochujang, dumplings with K-flavors like ssamjang, plant-based dumplings, chicken, tteokbokki, and japchae, with the menu changing every six months. Consumer review data accumulated through the delivery platforms will be used for menu development.

To increase brand awareness, a bibigo pop-up store will be held throughout November. The store opened in Shoreditch, which has recently emerged as a central area in London. The bibigo pop-up store is intended to expand contact points with local consumers and serve as a testbed for future business expansion.

At the pop-up store, limited sales will be offered for menu items sold through the bibigo to go service, as well as frozen gimbap and kimchi spring rolls, which have not yet entered distribution channels. After gauging consumer reactions, these items will be officially launched locally. Additionally, to seek new entries into mainstream channels, a venue was arranged where key distribution buyers could directly experience bibigo products.

A CJ CheilJedang official stated, “Europe was once considered a 'K-food barren land,' but recently interest in Korean culture has significantly increased. Using the UK as a base, we will expand K-food across the European market with a strategy that responds swiftly to local trends.”

CJ CheilJedang established its UK corporation in May last year as an outpost for targeting the European market and set a goal to increase European food business sales to 500 billion KRW by 2027. Major production bases within the Asia-Pacific Europe region include the Mainfrost factory in Germany and the Kizuna factory in Vietnam.

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