Global Consumer Standards Met with Brand Revamp
Korean and English Displayed Together to Imprint Korean Brands
Accelerating New Territory Expansion with 'Chicken and K-Street Food'
CJ CheilJedang's Bibigo is unveiling a new BI (Brand Identity) that displays both Hangul and English together.
On the 5th, CJ CheilJedang announced that it will revamp Bibigo, Korea's representative food culture brand, to meet the expectations of global consumers. This year, while accelerating the "new territory expansion" aimed at pioneering the halal market targeting Western Europe, considered a "K-food barren land," and Muslim populations, the company also plans to reorganize the brand to establish itself as the "synonym of K-food" worldwide.
First, the new BI will be introduced, starting domestically this month and then sequentially applied to product packaging in Japan, Europe, Southeast Asia, and the United States. The new BI symbolizes a dining table representing the connection between people sharing Korean food culture. It departs from the traditional stone pot shape used for bibimbap, embodying the will to expand the scope of K-food. Additionally, unlike before when only English was displayed, Hangul is now included together to imprint the brand's Korean identity.
Along with the brand revamp, Bibigo has set a goal to focus on nurturing two major categories in overseas markets by selecting "chicken" and "K-street food" as the "next-generation dumplings." It has secured a global production base for the overseas expansion of "Sobaba Chicken," which has achieved success domestically, and plans to expand sales of tteokbokki, bungeoppang, frozen gimbap, and other items centered on key global countries.
Bibigo plans to continue communicating with global Generation Z consumers through various campaigns under the brand slogan "Live Delicious," which means "a more delicious daily life with Korean food." As of last year, Bibigo is sold in over 70 countries, with more than 50% of its consumer base overseas.
Over the past decade, Bibigo has played a "priming water" role by leading the domestic premium processed food market and pioneering overseas markets, elevating the status of K-food. After acquiring Schwan's in 2019, it secured distribution networks across the United States and expanded its influence as a K-dumpling brand, achieving a "quantum jump" in the global market.
A CJ CheilJedang official stated, "Through this reorganization, Bibigo will expand its influence not only in major countries but also in untapped K-food markets, serving as a vanguard to spread Korean food culture to every corner of the world."
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