CJ 'Bibigo' Partners with LA Lakers to Make a Global Name

[Asia Economy Reporter Seungjin Lee] CJ’s global Korean food brand ‘Bibigo’ is teaming up with the NBA’s LA Lakers to make its name known worldwide.

CJ CheilJedang announced on the 22nd that it has formed a global marketing partnership with the LA Lakers. Notably, CJ CheilJedang has become the Lakers’ first-ever ‘global partner,’ allowing the Bibigo logo to be displayed on uniforms and enabling marketing activities utilizing various Lakers assets worldwide.

This partnership originated from a proposal by the LA Lakers. Currently, the Lakers have partnerships with about 30 companies, which is a relatively small number compared to the average of over 100 sponsors held by NBA teams. Regarding this, Team Harris, CEO of the LA Lakers, said, “We were deeply impressed by CJ’s vision as a ‘Global No.1 Lifestyle Company’ and their overseas sports marketing activities, which led to this proposal.”

CJ CheilJedang expects to accelerate the global market expansion of the Bibigo brand, as the LA Lakers have a global fandom of 280 million people?11 times the NBA team average?not only in North America but also in Asia, Europe, the Middle East, and South America. In particular, with 120 million fans in China, the largest proportion, they anticipate accelerating expansion in the Chinese market as well.

CJ CheilJedang plans to nurture Bibigo into a global mega brand through various marketing activities with the LA Lakers. In the U.S., dumplings already hold a 40% market share, ranking first and driving CJ CheilJedang’s food sales in the American market. Food sales in Europe and Asia also rose 22% year-on-year in the second quarter. As the food business grows rapidly worldwide, the company aims to secure market position and recognition surpassing Nestl? and Kraft through strong marketing efforts.

With the partnership, CJ CheilJedang will continuously expose the Bibigo brand on the LA Lakers’ team uniforms and at their home arena, the Staples Center. Additionally, they plan to promote Bibigo through the Lakers’ digital platforms and carry out various activities such as product launches featuring the logo and online and offline marketing events.

Kyung Wookho, Vice President of Marketing at CJ CheilJedang, said, “The partnership with the LA Lakers represents a meeting of ‘global culture icons’ in food and sports, serving as an important opportunity for Bibigo to leap forward as a world-class food brand. We plan to communicate with consumers and enhance brand value through sports, a global common language.”