CJ Foods hosted a bibigo Seaweed Snacks sampling event, connecting K-food with soccer and baseball fans in Los Angeles and San Francisco
At a Glance
- bibigo joins as a key partner in the National Federation of Fisheries Cooperatives’ “GIM” branding campaign with major U.S. sports teams.
- Large-scale bibigo Seaweed Snacks sampling events at LAFC and San Francisco Giants home games give local fans a chance to experience Korean seaweed.
- Local sports fans praise the crispy texture and light, savory flavor of bibigo Seaweed Snacks, accelerating the global expansion of K-food.
CJ Foods’ global Korean food brand bibigo is stepping up efforts to bring Korean seaweed to more consumers worldwide through the U.S. professional sports stage.
CJ Foods announced on August 31 that it successfully held bibigo Seaweed Snacks sampling events at home games of Major League Soccer’s Los Angeles Football Club (LAFC) and Major League Baseball’s San Francisco Giants.
The events were part of the “Sea-Sports Project,” a new initiative launched this year by Korea’s Ministry of Oceans and Fisheries and organized by the National Federation of Fisheries Cooperatives (NFFC) to introduce Korean seaweed to U.S. sports fans as a healthy and convenient snack. As a key partner in the federation’s “GIM” campaign, an integrated global branding initiative for Korean seaweed named after the Korean word for seaweed, CJ Foods led two of the campaign’s seven events and distributed 2,000 packs of bibigo Seaweed Snacks.
The first bibigo Seaweed Snacks sampling event took place on August 15 at BMO Stadium in Los Angeles during a match between LAFC and San Diego FC (SDFC), coinciding with KCON LA, CJ Group’s iconic large-scale K-culture festival. A second event followed on August 29 at Oracle Park during the San Francisco Giants-Arizona Diamondbacks game, held in conjunction with Korean baseball star Lee Jung-hoo’s Bobblehead Day, introducing bibigo Seaweed Snacks to fans.
At both games, CJ Foods installed bibigo banners throughout the stadiums, positioning bibigo as a leading K-food brand among local fans. The company also carried out online and offline marketing activities, including influencer engagement and social media promotion, introducing tens of thousands of baseball and soccer fans to the taste and appeal of Korean seaweed.
Local sports fans responded enthusiastically to bibigo Seaweed Snacks, highlighting their crispy texture and light, savory flavor and describing the product as “the perfect K-snack that’s both healthy and convenient.” Influencers who attended the events also shared photos from the sampling events and rave reviews on their social media channels. Comments included, “I’d been curious about Korean seaweed, and now that I’ve tried it, I understand why it’s so popular,” “It has the kind of flavor that keeps you reaching for more,” “It’s light and savory with a satisfying crunch, so it’s perfect for a light snack” and “I think I’m officially a fan of Korean seaweed now.”
“This was a meaningful opportunity to introduce U.S. sports fans to the distinctive taste of bibigo Seaweed Snacks through our collaboration with the NFFC,” a CJ Foods representative said. “Through bibigo, we will continue to expand opportunities for consumers around the world to enjoy Korean seaweed as part of their everyday lives.”
