Operating at Korea House in central Paris
Sales of Mandu, Kimchi, Tteokbokki, Jumeokbap, Hot Dogs, etc.
Introducing Bibigo brand to local distribution channels and consumers
"Will promote the taste of Korean food as a representative of K-Food"
CJ CheilJedang announced on the 22nd that it will open a 'Bibigo Market' at the Korea House for the Paris Olympics, hosted by the Korean Sport & Olympic Committee, to showcase K-food to visitors. Following the establishment of its French subsidiary in May, the company plans to accelerate the expansion of its European food business by providing consumers with the opportunity to directly experience Bibigo products at the world's largest global event.
CJ CheilJedang 'Bibigo Market' Bird's-eye View inside Korea House at Paris Olympics[Photo by CJ CheilJedang]
The Korea House, where CJ Group participates as the title sponsor, is set up at 'Maison de la Chimie (Chemical Society Hall)' in the 7th arrondissement of Paris. From the 25th of this month until the 11th of next month, it will serve as a 'national promotion center' to support the national team and promote K-culture and K-food.
CJ CheilJedang will install a booth inspired by a Korean-style market in an approximately 230㎡ outdoor garden, selling five combo menus to visitors that pair Bibigo kimchi and tteokbokki with kimchi dumplings, chicken dumplings, beef bulgogi dumplings, bulgogi rice balls, and hot dogs respectively. The 'Bibigo K-Street Food' items such as tteokbokki and hot dogs have not yet been launched in Europe and will be introduced locally for the first time through this event.
Various events have also been prepared. Visitors who eat Bibigo menu items and post verification photos on social networking services (SNS) will be entered into a draw to receive brand goods such as 'Bibigo Kim Snack,' eco bags, and T-shirts.
Additionally, a tasting session for buyers to sample Bibigo products will be arranged to explore new entries into local major distribution channels. To raise Bibigo's awareness, CJ CheilJedang plans to hold sessions introducing its European business and Bibigo to major media outlets in France and Europe.
A CJ CheilJedang official stated, "We expect to showcase Bibigo and K-food to visitors from Europe and around the world," adding, "As a leading representative of K-food, we will promote the taste of Korean cuisine globally through various marketing activities."
Earlier, CJ CheilJedang began full-scale operations in France with the establishment of its local subsidiary in May. The company explained that with over 300 Korean restaurants operating in Paris and the growing popularity of K-food, now is the right time to enter the local market. CJ CheilJedang plans to increase the recognition of Bibigo K-food and accelerate entry into local distribution channels through various online and offline marketing activities targeting MZ generation (Millennials + Generation Z) consumers who have a strong interest in Asian food.
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