CJ CheilJedang 'Bibigo' Dominates Major PGA Tour Events in 2020

Promoting Korean Cuisine at PGA Tour Events like 'Genesis Invitational' and '3M Open'
Operating Bibigo Booth Offering 'Bibigo Gim Snack' and 'Kimchi Fried Rice' to Captivate Gallery Tastes

[Asia Economy Reporter Lee Seon-ae] CJ CheilJedang is once again leading various marketing activities to enhance the status of CJ brands and 'K-Food' at major U.S. PGA Tour events this year, spearheaded by its global Korean food brand 'Bibigo.'

CJ CheilJedang announced on the 17th that it operated a 'Bibigo booth' at the 'Genesis Invitational' held from February 13 to 16 (local time) at the Riviera Country Club in the United States.

Having participated in a total of eight regular PGA Tour events last year, Bibigo plans to attend major tournaments this year as well, starting with the Phoenix Open last month, followed by the 'Genesis Invitational,' 'The Players Championship,' and the 3M Open.

At the tournaments, various events will continue, including providing galleries and media with experiences of Korean cuisine, and CJ-affiliated PGA Tour players acting as 'Bibigo Ambassadors' on-site to promote Korean food. In particular, at the 3M Open held in Minnesota, the headquarters of Schwan's Company, a local family company, CJ plans to actively utilize the event as a B2B networking opportunity by inviting Schwan's Company distributors in the U.S. market.

At the Bibigo booth during this 'Genesis Invitational,' Bibigo Kim Snack, Kimchi Fried Rice, Bibigo King Dumplings, and Mini Wontons were showcased. Galleries who tasted the 'Bibigo Kim Snack' showed great interest, describing it as a healthy flavor and asking about local purchase locations and product varieties. The 'Kimchi Fried Rice,' which is selling successfully at the Bibigo QSR popup store in New York's Rockefeller Center, also drew numerous questions from galleries about ingredients and recipes, reflecting the growing recognition of Korean cuisine.

Park Eun-seon, head of Food Brand Marketing at CJ CheilJedang, said, “In addition to sponsoring regular PGA Tour events, Bibigo is strengthening its position in the mainstream U.S. market through active marketing activities such as the Rockefeller Center popup store and operating a food truck in New York. Riding the positive wave of K-Culture, we will continue to strive to elevate the value of Korean food as a global brand representing Korean cuisine.”