CJ CheilJedang showcased its Bibigo products at the K-Expo in Mexico, expanding its reach to local consumers. The company combined K-pop content with food experiences to promote the Bibigo brand and Korean cuisine.
CJ CheilJedang announced on September 28 that it successfully operated the Bibigo booth at the '2026 K-Expo Mexico,' held from September 24 to 27 at the WTC International Exhibition and Convention Center in Mexico City.
The K-Expo is an event that introduces K-content alongside consumer goods such as food and beauty products. Organized by the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency, it has been supporting domestic companies' entry into overseas markets since 2022. This was the first time the event was held in Mexico, with over 100 domestic companies participating.
The Bibigo booth was designed as an interactive space where visitors could engage directly. It featured digital content and a themed area utilizing the intellectual property of global brand ambassador K-pop artist ALPHA DRIVE ONE, linking interest in K-pop to experiences with Bibigo products.
A motion game was also available, allowing visitors to express the flavors of Korean cuisine through movements representing four key tastes: kimchi, sweet and spicy, and spicy.
As part of the tasting program, visitors sampled 'bibigo Sticky White Rice' served with 'bibigo Hot & Sweet Gochujang Sauce.' They also experienced samples of Bibigo ramen, K-sauces, and seaweed snacks.
CJ CheilJedang plans to expand its Bibigo product line in Mexico and the broader Latin American market. A survey conducted last year by global data agency Statista found that 67.1% of Mexican respondents recognized K-pop, while 66% acknowledged the popularity of K-dramas. CJ CheilJedang aims to leverage its products, including dumplings, processed rice, kimchi, K-sauces, and seaweed, to connect local interest in K-culture with product experiences.
The company's overseas food business continues to grow. CJ CheilJedang's overseas food sales increased by 43% over five years, from 4.1297 trillion won in 2020 to 5.9247 trillion won last year. In the first half of this year, cumulative overseas sales reached 3.0627 trillion won, marking an increase of over 7% compared to the same period last year.
A CJ CheilJedang representative stated, "We confirmed the high interest of local consumers in K-food and Bibigo at the K-Expo, and we will showcase a wider variety of K-food flavors in Mexico and South America through Bibigo."
* This article has been translated by AI.
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