Limited Edition Packages Released Featuring K-Street Food, Dumplings, Kimchi, and Kim Snacks
Across 14 Countries Worldwide Including Korea, USA, Japan, and EU
CJ CheilJedang's bibigo is partnering with the Netflix series 'Squid Game' to reach consumers worldwide.
CJ CheilJedang announced on the 14th that it will conduct a global campaign featuring bibigo and Squid Game Season 2 in 14 countries including Korea, the United States, Europe, Australia, and Japan.
The collaboration products will focus on bibigo's core strategic items such as K-street food, dumplings, kimchi, and seaweed snacks, with country-specific assortments tailored to local consumer needs. They will be released in limited edition packaging featuring characters from Squid Game Season 2. In Korea, bibigo frozen tteokbokki, cup tteokbokki (3 types), wang gyoza, and whole shrimp dumplings will be launched on the 19th.
Frozen gimbap will make its debut in the U.S. and European markets through this campaign. Bibigo Bulgogi Gimbap is a product that captures the authentic taste of Korean bulgogi using CJ CheilJedang’s differentiated technology. Building on its popularity after launches in Australia and Japan, sales will begin next month at Kroger, a major supermarket chain in the U.S., and at local ethnic markets in Europe including the UK and France.
New squid-based products will also be introduced. In Korea, bibigo whole squid dumplings and butter squid seaweed snacks will be released. Bibigo whole squid dumplings are a follow-up to the whole shrimp dumpling series, featuring whole squid bodies sliced and added to provide a rich texture not experienced in conventional frozen dumplings. Bibigo butter squid seaweed snacks combine crispy seaweed snacks with the sweet, salty, and savory flavor of butter squid.
In Thailand, bibigo dried radish squid kimchi will be launched. This product mixes dried radish kimchi with shredded dried squid, characterized by a chewy and crunchy texture, and can be enjoyed as a side dish with rice or as a snack.
CJ CheilJedang will soon release a campaign video conveying the key message of the bibigo×Squid Game Season 2 campaign, "Play Hard & Live Delicious." The video will depict a thrilling story unfolding around bibigo products as it crosses between the two worlds of bibigo and Squid Game.
Additionally, special campaign displays will be set up in offline stores, and various online and offline consumer promotions such as merchandise events will be held. Popup stores are also planned to operate in Korea and some other countries.
Stefan Chipionka, Global Marketing Leader at CJ CheilJedang, stated, "We will continue to strive to provide more diverse and differentiated K-food experiences to consumers worldwide through collaborations with various global content."
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