SEOUL, South Korea – CJ CheilJedang's Bibigo, a global Korean food brand, has announced a groundbreaking global campaign in partnership with Netflix's hit series, Squid Game. This exciting collaboration will span 14 countries, including the United States, Europe, Australia, Japan, and South Korea.
The campaign features limited edition packaging featuring Squid Game season 2 characters, showcasing Bibigo's core products like K-street food, dumplings, kimchi, and seaweed snacks. These products have been carefully curated for each country, considering local tastes and preferences.
In South Korea, Bibigo will introduce new products such as frozen tteokbokki (spicy rice cakes), cup tteokbokki, wanggyoja (large dumplings), and whole shrimp dumplings starting November 19th.
For the first time, Bibigo's frozen kimbap will be introduced to the US and European markets. Bibigo Bulgogi Kimbap has already been launched in Australia and Japan. Starting in December, it will be available at Kroger, a major supermarket chain in the US, and in local ethnic markets across Europe, including the UK and France.
In addition, Bibigo will introduce new products like Whole Squid Dumplings and Butter Squid Seaweed Snacks in South Korea and Mu Malrangi Squid Kimchi in Thailand.
To further amplify the campaign, CJ CheilJedang will release a promotional video encapsulating the campaign message, "Play Hard & Live Delicious." The video will showcase a crossover between the worlds of Bibigo and Squid Game, with Bibigo products taking center stage.
To engage consumers, Bibigo will also set up special displays in stores, host various online and offline consumer promotions, including giveaways, and even open pop-up stores in select countries.
Through this global campaign, CJ CheilJedang aims to connect with younger generations, including Gen Z, and strengthen Bibigo's brand positioning as a symbol of delicious and enjoyable living.
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