From Jimmy Kimmel Live! to social media platforms, bibigo brand dumplings captivate American consumers
Earlier this month, popular ABC talk show “Jimmy Kimmel Live!” featured CJ Foods’ bibigo Steamed Dumplings. Prior to appearing on such mainstream media outlets, the dumplings have gained massive popularity on social media.
The ABC show, hosted by the well-known comedian Jimmy Kimmel, featured the bibigo Steamed Dumplings in a branded piece of content. In a humorous skit, Kimmel’s longtime sidekick Guillermo Rodriguez danced to the “bibigo Song” while eating the dumplings. The YouTube video featuring the episode received positive reaction from viewers with comments such as “I love bibigo dumplings.”
bibigo Steamed Dumplings have recently gained popularity among young Americans on the social media platform TikTok. The products’ convenience, as it can be easily cooked in a microwave, and its versatility with various sauces and toppings, have made it a trending subject for mukbang, or a popular genre of live-stream videos featuring a person eating a large quantity of food. On TikTok, influencers and users are sharing videos of themselves enjoying bibigo Steamed Dumplings with soy sauce, Sriracha, and jalapeños, each video garnering millions of views. The hashtag #bibigoDumplings has amassed 27 million views.
CJ Foods is creating a “K-Mandu (Korean-style dumplings)” craze in the U.S. with its bibigo brand. To set its “mandu” dumplings apart from the Chinese varieties, the company markets the Korean counterpart as a health food, highlighting its thin wrappers and vegetable-rich fillings. CJ Foods also tailored its offerings to American tastes, having launched the already popular bibigo Chicken & Cilantro Mini Wontons. Thanks to this localization strategy, bibigo captured a 42% share of the U.S. B2C dumpling market in the first quarter of this year, maintaining its position as the top brand.
CJ Foods aims to expand the popularity of bibigo dumplings in the U.S. and raise brand awareness through various marketing activities. As part of this effort, the company has installed outdoor advertisements in New York Times Square, featuring bibigo’s new logo and the brand slogan “Live Delicious.”
