Through viral campaigns and collaborations with influencers, bibigo is expanding its global footprint as a leading K-food brand
CJ Foods’ bibigo is reinforcing its position as a leading K-food brand by driving measurable business growth through expanded digital engagement and introducing Korean food culture to consumers around the world.
Last year, CJ Foods launched the brand campaign “bibigo for it” with actor Randall Park, bibigo’s U.S. ambassador. Leveraging Park’s approachable persona as a Korean-American Hollywood actor and comedian, the campaign video delivered the message that K-food can be enjoyed at home — easily and conveniently.
The video generated 500 million cumulative views, while the bibigo U.S. website surpassed 500,000 visitors during the campaign period. New products featured in the video — including Beef Bibimbap, Chicken & Vegetable Japchae Noodles and Spicy Sauced Dumplings — also garnered strong consumer interest.
The brand’s presence among U.S. consumers has grown further through organic viral activity driven by local influencers, helping to cultivate a dedicated bibigo fan base.
A notable example is the “12 Days of bibigo” event held last December in collaboration with global influencer duo RK EMPIREE — the creator couple, Ramiere and Kim, have more than 10 million followers on TikTok. Kim, in particular, has shown his long-standing enthusiasm for dumplings by consistently creating related content over the years, helping fuel the popularity of bibigo steamed dumplings in the U.S.
CJ Foods put together a gift package for Kim that included dumplings and other bibigo products, branded merchandise and airline tickets to South Korea. The unboxing video he shared quickly spread across social media. Following the post, followers of bibigo’s U.S. TikTok account increased by 15%, while impressions for bibigo-related content rose by 171%.
These efforts have helped introduce Gen Z and Millennial consumers around the world to a wide range of K-food, from dumplings to bibigo Gochujang Sauce and noodles. On social media, creative recipes and mukbang content featuring bibigo steamed dumplings — such as “dumpling lasagna,” “smash dumplings” and “onion cup dumplings” — continue to gain traction.
In Japan, CJ Foods is driving viral engagement through the “bibigo Mandu Manager” campaign, featuring popular comedian Kano Eiko. Presented as documentary-style videos on YouTube, the campaign follows Kano’s mission to sell 5.55 million dumplings in a year, expanding consumer touchpoints and strengthening brand affinity.
The video series has drawn more than 340 million cumulative views, with a dumpling theme-song video released in March alongside the launch of the new bibigo Gyoza reaching 1 million views in just three days. Riding this momentum, bibigo dumplings achieved a 10% market share in Japan for the first time as of March.
“Through digital marketing efforts across global markets, bibigo is becoming a more familiar brand to consumers,” a CJ Foods representative said. “We will continue to strengthen bibigo’s position as a leading K-food brand through differentiated initiatives tailored to the lifestyles and trends of consumers around the world.”
