Bibigo, CJ Foods’ flagship frozen products brand, will continue to be in high profile at Korea House in the Maison de la Chimie during the Olympic Games Paris 2024. Through August 11 it will hold forth at a special booth during a major K-culture event hosted by the Korean Sport & Olympic Committee, where locals and tourists will be able to enjoy authentic Korean food right in the heart of Paris.
Fueled by the growing appetite for Korean cuisine, CJ Foods’ Q1 sales in Europe registered a 45% increase compared to the previous year. There was a specifically high demand for Korean dumplings and street foods like tteokbokki (sweet and spicy rice cake), which have scored viral hits on YouTube and TikTok through “mukbangs” (eating shows).
Bibigo has set up a Korean food market “Sijang” at the Maison de la Chimie international conference center. Sijangs are historical cornerstones epitomizing the social community of Koreans, serving as essential locales to conveniently enjoy comfort foods. By bringing together the essence of community and locality of both market traditions, bibigo’s booth is designed to showcase the diversity and cultural significance of Korean cuisine to the French.
“Thanks to the influence of Korean films and content, Sijangs have become popular attractions for tourists. Cities like Myeongdong host blocks of stands that prepare and sell genuine Korean street foods like tteokbokki and corn dogs, which is the influence behind our activation concept. Visitors will feel as if they’ve walked straight into their favorite K-drama or film location, experiencing Korea without actually visiting,” said Yujin Shin, head of CJ Foods France.
Bibigo will offer classic pairings of “bunsik,” where visitors can sample mandu (Korean dumplings) or jumeokbap (rice balls) with tteokbokki and kimchi. European consumers will find these and other products in their local markets soon, as CJ Foods prepares to launch new items like chicken skewers to retail stores on the continent.
In addition to culinary tastings, bibigo will host daily missions for guests to receive free snacks and branded merchandise including tote bags and T-shirts to take home. Other participating exhibits will showcase the history of Korean achievements at the Olympic Games, ancient artifacts such as 19th-century hanbok garments, and vibrant aspects of K-culture through live K-pop performances, K-beauty exhibitions, and K-photo booths.
