CJ CheilJedang to Open 'bibigo Seventeen' Pop-up Stores in Myeongdong and Hongdae

Experience-Based Marketing Combining K-pop and K-food
Over 80% of Cooking Class Reservations for Foreigners Filled

CJ CheilJedang has joined forces with K-pop group Seventeen to target foreign consumers. As part of the 'bibigo·Seventeen' campaign, the company is operating offline pop-up stores and conducting experiential marketing activities such as cooking classes.

On May 26, CJ CheilJedang announced that it would be holding a pop-up event with the concept of a 'bibigo Hotel' to celebrate Seventeen's 10th debut anniversary at two Olive Young stores. At the Myeongdong Station branch, the event will run from this day until June 8, and at the Hongdae Trendpot by Olive Young store, it will operate for one month starting from May 30.

Focusing on the Myeongdong and Hongdae districts, which are popular with foreign tourists, CJ CheilJedang is introducing limited-edition bibigo products featuring Seventeen's team colors and logo, including seaweed snacks, cup tteokbokki, gochujang, and ssamjang.

The Myeongdong Station pop-up is designed as a 'K-pop Zone' in the style of a hotel concierge, selling both the limited-edition bibigo products and Seventeen's 10th anniversary commemorative album. The Hongdae branch adopts a hotel main building concept, and for the first time as a food brand, the entire store has been transformed into a bibigo-exclusive pop-up store.

There are also on-site events. At the Hongdae branch, a photo zone and message wall have been set up, and customers who purchase products above a certain amount will receive gifts such as a 'bibigo│Seventeen' shopping bag (for purchases over 20,000 won), a picnic mat (over 30,000 won), or a snap photo (over 40,000 won). Participants in the SNS authentication event will also receive prizes such as bibigo stickers and face-washing bands.

Next month, CJ CheilJedang will also introduce the 'Seventeen with bibigo Cooking Class' for foreign consumers. The program, held a total of six times at 'CJ The Kitchen' at CJ CheilJedang's headquarters in Jung-gu, Seoul, allows participants to make and taste Korean food themselves. Reflecting the recent surge in demand for cooking classes targeting foreigners, more than 80% of spots for this program were filled within a week of reservations opening.