CJ Foods’ exclusive brand stores at Incheon International Airport’s duty-free shop
Exclusive bibigo stores, an initiative by CJ Foods, a business unit of CJ CheilJedang, have been inaugurated at the Shinsegae and Shilla duty-free stores located in Terminal 1 of Incheon International Airport. Additional stores will be available also in Terminal 2 by the end of the year, aiming to expand its global consumer base.
This opening marks the first time a food brand sets up a separate store selling only its products at Korean duty-free shops, which have traditionally focused on luxury goods and cosmetics. With the rising global recognition of Korean food, bibigo, a pioneering K-food brand, in international markets, was trusted to manage this new venture. Initial sales at the bibigo stores in both duty-free shops are already double the expected figures, showing strong early demand.
CJ Foods has arranged its store displays with popular Korean souvenirs, such as dried seaweed and kimchi, which are favorites among tourists. It also introduced exclusive duty-free K-food gift sets, including the “bibigo Gimbap Kit,” which provides dried seaweed and Sotbahn multigrain rice, allowing consumers to make their own gimbap. Another offering is the “bibigo Kimchi Gift Set,” featuring various types of kimchi.
Beyond bibigo’s conventional offerings, CJ Foods expanded its product line to include limited-edition items. An example of these unique products is the “bibigo X Wootteo” series, born out of a collaboration with HYBE, the renowned agency that represents K-pop sensation BTS. The limited-edition gift set includes items like tteokbokki, bungeoppang and dumplings. All these products feature the character “Wootteo,” a character created by BTS member Jin, on the packaging.
CJ Foods paid special attention to the shop’s interior, incorporating various elements that appeal to Gen Z consumers. The green and orange color scheme reflects bibigo’s Brand Identity (BI). The new BI, developed earlier this year, blends Korean and English text and is showcased in three dimensions using infinity mirrors and LED screens, highlighting bibigo as the leading K-Food Brand.
