bibigo’s core products, including K-street food, dumplings, kimchi and seaweed snacks, are about to get a Squid Game twist with its upcoming collaboration
CJ Foods will be launching a global campaign featuring bibigo in collaboration with Netflix’s highly anticipated Squid Game Season 2. This thrilling campaign will span 14 countries, including Korea, the United States, several European nations, Australia, and Japan. Fans can look forward to a unique experience that will pair iconic Korean foods with one of the world’s most popular shows.
The “bibigo X Squid Game Season 2” collaboration products will be customized to the local palate, with offerings designed to appeal to consumers in each region. The focus will be on bibigo’s core products, including K-street food, dumplings, kimchi and seaweed snacks. These items will be available in limited-edition packaging starring characters from “Squid Game” Season 2.
In Korea, bibigo began the campaign by launching frozen tteokbokki, three varieties of cup tteokbokki, dumplings and shrimp dumplings on November 19.
Notably, bibigo’s frozen gimbap such as the “Bulgogi Gimbap” will debut in the U.S. and European markets as part of this campaign. After its success in Australia and Japan, this product is set to debut in the U.S. at Kroger supermarkets in December. In Europe, it will be available in Asian markets across the U.K. and France.
New squid-based products are also being introduced with the launch of “Whole Squid Body Mandu” and “Seaweed Chips Buttered Squid Flavor.” The “Whole Squid Body Mandu” follows the “Whole Shrimp Mandu” in the popular “Whole Mandu” series, offering a unique, rich texture by incorporating tender, flavorful pieces of squid, a delightful twist in frozen dumplings. Meanwhile, the “Seaweed Chips Buttered Squid Flavor” combines the sweet, savory and rich flavor of butter squid with the crispiness of seaweed for an irresistible snack.
In Thailand, bibigo is launching “Squid Kimchi with Radish.” This blend of seasoned dried radish strips mixed with dried squid strips is the perfect balance of chewy and crunchy, and can be paired with a drink or enjoyed as a side dish.
CJ Foods will soon release a campaign video highlighting the key message of the “bibigo’ X Squid Game Season 2” called “Play Hard & Live Delicious.” This thrilling video bridges the worlds of bibigo and “Squid Game,” showcasing bibigo products through an exciting and unique narrative. Additionally, a special campaign stand has been set up in stores alongside various online and offline consumer promotions, including product giveaways and events. Pop-up stores will also be part of the campaign in several countries, including Korea.
Throughout the campaign, CJ Foods plans to actively engage with the younger generation, including Gen Z consumers, and promote bibigo’s brand value of pursuing a “tasty life” through the “bibigo X Squid Game” Season 2 global campaign.
