One Day Before the Opening of the Paris Olympics... Promoting K-Food on European Soil

OB Beer Promotes Korean Beer with 'Cass Pocha'
CJ CheilJedang Introduces Korean Street Food at 'Bibigo Market'

With the opening of the '2024 Paris Olympics' just one day away, Korean food and beverage companies are actively promoting K-food by opening pop-up stores and more in France. As interest in Korean culture and cuisine is higher than ever, the plan is to expand contact with consumers from various countries including France, increase product awareness, and use this as a stepping stone to enter the European market in the future.

According to the distribution industry on the 25th, OB Beer plans to operate a 'Cass Pocha (food stall)' themed around Korean drinking culture, focusing on 'Cass Fresh' and the non-alcoholic beverage 'Cass 0.0 (Zero)' at the 'Paris Olympic Korea House' in France during the Olympics.

Ahead of the Olympics, OB Beer aims to widely promote the status of 'Cass,' the leading beer brand that became the first in the domestic liquor industry to obtain official partner status from the International Olympic Committee (IOC). In particular, they plan to take the lead in the rapidly growing non-alcoholic beverage market. Seo Hye-yeon, Vice President of OB Beer, said, "Cass Pocha will be remembered as another wave of Hallyu," adding, "Please look forward to the performance of Korea's representative beer on the world stage."

The Korea House, where Cass Pocha will be held, is a space created by renting the 'Maison de la Chimie' building located in Paris's 7th arrondissement, established by the Ministry of Culture, Sports and Tourism and the Korean Sports Council to support Korean athletes participating in the Olympics and promote Korean culture. During the Olympics, domestic food and beverage companies will use this as a major promotional stage to introduce K-food. The Olympics will be held in Paris, France, from the 26th of this month to August 11.

Bird's-eye view of CJ CheilJedang's 'Bibigo Market' inside Korea House at the Paris Olympics.

CJ CheilJedang, participating as a title sponsor, will also promote K-food by opening a 'Bibigo Market' recreating a Korean-style market at the Korea House. At the Bibigo Market, CJ CheilJedang plans to sell combo menus combining Bibigo kimchi and tteokbokki with dumplings, rice balls, hot dogs, and more to visitors. Additionally, they will prepare a tasting event for buyers to directly experience Bibigo products, seek new entries into local large distribution channels, and hold sessions introducing CJ CheilJedang’s European business and Bibigo to major French and European media to raise brand awareness.

Following the establishment of its French subsidiary in May, CJ CheilJedang plans to accelerate the expansion of its European food business by providing consumers with opportunities to experience Bibigo products firsthand during the Olympics. With over 300 Korean restaurants operating in Paris and the growing popularity of K-food, CJ CheilJedang believes now is the right time to enter the local market. A CJ CheilJedang official said, "We expect to showcase Bibigo and K-food to spectators from Europe and around the world," adding, "As a leading representative of K-food, we will promote the taste of Korean cuisine worldwide through various marketing activities."

Nongshim, France Carrefour Pop-up Store Perspective Image.

Besides official partners, various companies are also trying to seize the Olympics as an opportunity to target the European market. Nongshim is collaborating with Carrefour, France’s largest retailer, to operate a pop-up store themed around Shin Ramyun at five Carrefour stores located at key points including the Eiffel Tower. Nongshim plans to actively showcase instant-cooked 'Hangang Ramen' and boost local awareness by leading with ramen, which has recently emerged as a representative of K-food.

Earlier, Nongshim strengthened its European market strategy by entering major ramen and snack products into Leclerc, one of the two major retailers, together with Carrefour last month. Nongshim plans to use this entry into large French retailers as a foothold to target the entire southwestern European region, including Spain and Italy where Carrefour operates. Additionally, in the second half of the year, they plan to expand distribution networks in Northern European countries through prominent local partners such as Germany’s Lidl and Denmark’s Salling Group.

Meanwhile, the Korea Food Promotion Institute will hold a 'Korean Cuisine Dinner Event' at the Korea House opening ceremony on the same day. The event will feature 20 Korean cuisine dinner menus reinterpreted from the main dishes of five excellent Korean restaurants in Paris. Besides the dinner event, the institute plans to actively promote the charm of Korean cuisine to the world through various activities during the Olympics, including operating a Korean agricultural products promotion zone in collaboration with NongHyup Economic Holdings and excellent Korean restaurants in Paris.