Dongwon Home Food Selects 'Bibi' as Low-Calorie Sauce Model for 'Vivid Kitchen'

"Diet Management Values Align with the Brand"

Dongwon Home Food announced on the 9th that it has selected ‘BIBI,’ a rising star in the advertising world, as the model for its diet management specialist brand ‘VIVID KITCHEN.’

Dongwon Home Food explained that BIBI was chosen as the first exclusive model because her personal values of ‘enjoying diet management without starving’ align with the brand philosophy pursued by VIVID KITCHEN. A representative from Dongwon Home Food said, "We expect that BIBI’s bright and confident image, as well as the similarity between her name and VIVID KITCHEN, will help convey the brand concept and advertising message more intuitively and effectively."

With summer approaching, Dongwon Home Food plans to launch TV commercials, various SNS content, and events featuring BIBI as the model starting at the end of this month, targeting consumers who want to start healthy diet management.

VIVID KITCHEN is a diet management specialist brand launched by Dongwon Home Food in 2020. Based on over 30 years of know-how supplying seasoning products to more than 1,000 well-known food companies and dining franchises, it also offers a variety of B2C products such as low-calorie, low-sugar, vegan sauces, and HMR (Home Meal Replacement).

In particular, VIVID KITCHEN’s low-calorie and low-sugar sauces have gained a reputation as a ‘must-have for diet management’ among customers managing their diets. Based on this, the brand has sold over 4 million units on major online malls such as Kurly and Coupang, earning recognition for both taste and competitiveness. Recently, it has also started entering offline stores like E-Mart and is actively pursuing the global market.

Meanwhile, BIBI is a singer-songwriter loved for her unique vocal tone and distinctive personality in her music. Recently, her new song ‘Bamyanggaeng’ has become a mega-hit, making her a trendsetter across all generations. She is also active in various fields such as film, entertainment, and advertising. On the 7th, she was recognized for her acting skills in the movie ‘Hwalan’ and won the Best New Actress award in the film category at the 60th Baeksang Arts Awards.