CJ CheilJedang’s ‘Bibigo’ brand operated a massive booth at ‘KCON LA 2025,’ held in Los Angeles from August 1st to 3rd, successfully introducing K-food to a global audience.
This year, Bibigo unveiled its largest booth ever, strengthening the connection between K-pop and K-food to deliver a more immersive brand experience. Located in the center of the LA Convention Center, the booth was themed around the popular K-pop group SEVENTEEN, serving as a focal point for visitors.
Many attendees took photos at the booth and shared their experiences on social media, showcasing Bibigo’s dumplings and bibimbap. It was evident that K-food has transcended being just a cuisine, establishing itself as a lifestyle element among young consumers.
During the event, Bibigo served approximately 30,000 servings of food, with popular items such as mini dumplings and bibimbap quickly sold out each day. Visitors participated in various activities, including photo zones and TikTok challenges, allowing them to firsthand experience Bibigo products in a fun and engaging way.
A U.S. fan who visited the booth commented, “Taking photos at the SEVENTEEN photo zone and trying Bibigo dumplings was a unique experience. I want to explore more K-foods in the future.”
One of the highlights was a limited-edition ‘SEVENTEEN | Bibigo’ product displayed on a wall. Many visitors inquired about purchasing it, and Bibigo was recognized by K-pop fans as a brand with collectible value.
Stephan Chiponka, Global Marketing GM of CJ CheilJedang, expressed his sentiment, stating, “It’s been over ten years since Bibigo first participated in KCON, but now K-food has become a part of everyday culture, not just a fleeting interest. It’s a meaningful milestone.”
Since surpassing 1 trillion KRW in global sales of dumplings in 2020, Bibigo has continued to grow with double-digit annual increases. Last year, it secured a 41% market share in the U.S. retail dumpling segment, establishing itself as a leader in K-food’s international presence.
CJ CheilJedang has also appointed SEVENTEEN as its first global brand ambassador for Bibigo last May. Since then, the company has launched pop-up stores and collaborative campaigns, including a partnership with Line Friends to film ‘Bibigo | SEVENTEEN’ promotional videos at Times Square in New York, expanding its engagement with international consumers.
Domestically, limited-edition packages featuring SEVENTEEN members have been released, and until November, Bibigo plans to introduce a series of products including kimchi, stir-fried noodles, and street food collaborations across key overseas markets such as the U.S., Japan, Thailand, Singapore, the Philippines, and Indonesia.
