As the popularity of Korean cuisine increases among consumers in Europe, CJ Foods, is intensifying its presence in the market. Centered on its bibigo brand, the CJ CheilJedang company’s initiative starts with a Korean street food product launch, set to hit retail stores throughout Europe in the third and fourth quarters of this year.
As Korean culture, including K-pop and K-film, continues to exert a growing influence worldwide, K-food is increasingly stepping into the spotlight. European restaurants are now blending Korean ingredients and flavors into multicultural recipes to embrace this culinary trend.
Up until now European consumers have had relatively low availability of K-food beyond general staples, limiting their exposure to the rich authenticity and historical depth of traditional Korean cuisine. In line with consumer trends in Europe, bibigo is making strides to introduce Korean food specialities. Now, with a rebranded logo that incorporates hangul (Korean language), bibigo is unveiling a series of marketing strategies to spread Korean food culture on a global level.
K-street food is described as “the historical essence of Korean soul food,” including traditional dishes like Tteokbokki (sweet and spicy rice cake) and Jumeokbap (Korean-style rice balls), which have made a huge viral hit on social media globally.
Currently, bibigo products have been listed by major European retailers including: Germany’s Edeka, Rewe, Tegut and Globus; Asda, Sainsbury’s and Ocado in the United Kingdom; plus Albert Heijn, Jumbo and Hoogvliet in the Netherlands. Beyond its flagship products mandu (traditional Korean dumplings) and Korean-style chicken, the brand’s new venture into the European market includes the rollout of vegetarian mandu, and gimbap (Korean seaweed rice rolls).
Meanwhile, CJ Foods is collaborating with and lending sponsorship of the Korea House at the Olympic Games Paris 2024 in July 26 -August 11, alongside the Korean Sport & Olympic Committee (KSOC). Through this event, bibigo aims to connect with potential consumers and buyers, providing a preview of new products and samples of classic street food, showcasing the convenience of its ready-to-eat offerings.
“Bibigo’s office in France marks the our third subsidiary in Europe, signaling the start of market expansion throughout the continent. With a production plant in Germany guiding all supply chains across Europe, we expect to grow our production capacity to bring more products to local markets in Europe,” said Hyokyo Suh, head of CJ Europe Foods operations.
