CJ CheilJedang's Bibigo announced on the 6th that it participated in 'KCON LA 2025,' held from the 1st for three days at the Crypto.com Arena and LA Convention Center in Los Angeles, USA.
The Bibigo booth was themed around the Bibigo ambassador 'SEVENTEEN.' Most visitors were local teenagers in their 10s and 20s. CJ CheilJedang provided approximately 30,000 servings of K-food for this event.
CJ CheilJedang offered guests mini dumplings and bibimbap. A representative from the Bibigo booth said, "The dumplings and bibimbap we prepared were quickly consumed," adding that "it seems K-food has become a part of everyday culture beyond just being a simple dish."
An American visitor said, "I took a photo at the SEVENTEEN photo zone set up at the Bibigo booth and even got to try the Bibigo dumplings I've encountered before. The Bibigo dumplings were indeed delicious, and I plan to experience other K-foods in the future."
At the Bibigo booth, there was a lot of inquiry about the limited edition 'SEVENTEEN·Bibigo' products displayed on one wall. A CJ CheilJedang representative noted, "To K-pop fans, Bibigo products are seen as more than just food, but as a type of memorabilia."
Stephan Chipeonka, global chief marketing officer of CJ CheilJedang, said, "Bibigo has participated in KCON since 2013, and seeing how K-food, which once received unfamiliar attention, has now become ingrained in daily food culture through experiences is truly nostalgic."
CJ CheilJedang is playing a pivotal role in elevating the status of K-food to global mainstream cuisine while exploring overseas markets. Bibigo dumplings, as a single item, surpassed 1 trillion won in annual sales for the first time in the global market in 2020 and have been growing at double-digit rates each year, maintaining a market share of 41% in the U.S. B2C grocery dumpling market last year.
CJ CheilJedang appointed SEVENTEEN as its first brand ambassador last May and is undertaking various activities such as pop-up stores and global campaigns. By November of this year, CJ CheilJedang plans to successively launch Bibigo seaweed, stir-fried noodles, and K-street food in the U.S., Thailand, the Philippines, Indonesia, Singapore, and Japan, in collaboration with SEVENTEEN.