Global Economic Times

Bibimbap Sausage enters 15,000 Seven-Eleven stores in Thailand... Co-developed by The Bibimbap and CP Group's CPF: Global Economic Times Reporter / Updated : 2026-09-18 19:32:51

Reinterpreting Bibimbap as a sausage—a new wave of K-Food

At the new product launch event for the "Bibimbap Sausage" held on the 15th at the CP Group headquarters in Bangkok, Jeon Chang-kwan, CEO of The Bibimbap (right), and Norachai Rattanabanchnun, Vice President of CPF Global Food Solution, pose for a commemorative photo.

"Bibimbap Sausage" is set to be sold at approximately 15,000 Seven-Eleven convenience store branches across Thailand.

The Korean food specialty brand in Thailand, The Bibimbap (CEO Jeon Chang-kwan), announced on the 18th that it held a new product launch event at the CP Group headquarters in Bangkok and officially launched the "Bibimbap Sausage," co-developed with CPF (Charoen Pokphand Foods Company) under the CP Group. This product reimagines bibimbap—a representative Korean dish—into a sausage form that is familiar to Thai consumers. It will be distributed through Seven-Eleven stores nationwide in Thailand.

The "Bibimbap Sausage" is uniquely characterized by incorporating actual bibimbap ingredients, such as rice grains, carrots, mushrooms, and spinach, rather than just adding Korean-style seasoning, thereby faithfully replicating the taste and texture of actual bibimbap. The collaboration between the two companies was initiated to make it easier and more convenient for Thai consumers to experience Korean cuisine in their daily lives. By combining The Bibimbap’s expertise in Korean menu development with CPF’s sausage production and distribution capabilities, they created a product tailored to the local food culture.

In particular, Thailand is a market where sausages are a popular food item, with well-established regional traditional sausages such as Sai Ua and Sai Krok Isan. Consequently, by blending the representative Korean dish, bibimbap, with sausages—which are already familiar to locals—the accessibility of K-Food has been enhanced.

Jeon Chang-kwan, CEO of The Bibimbap, stated, "As a brand that has been promoting Korean food in Thailand for a long time, it is meaningful that bibimbap, a representative Korean dish, has met sausages, which are familiar to Thai consumers, to be born as a new form of K-Food." He added, "We will continue our efforts so that Thai consumers can easily encounter and love Korean food in the everyday space of Seven-Eleven."

Norachai Rattanabanchnun, Vice President of CPF Global Food Solution, said, "Amidst our pursuit of sausage innovation, following the Thai-style chicken Krapao sausage, we have expanded our product development realm to include bibimbap, a representative Korean menu item." He added, "We have developed The Bibimbap’s menu, which is popular due to the Korean Wave, so that it can be enjoyed conveniently to match modern consumer lifestyles."

Since opening its first restaurant on Sukhumvit Soi 24 in Bangkok in 2010, The Bibimbap has been operating 15 stores centered around major shopping malls in Bangkok. It has entered major commercial districts in Thailand such as IconSiam, EmQuartier, Siam Paragon, and Central, offering various Korean dishes including bibimbap, kimchi stew, soft tofu stew, gimbap, tteokbokki, and samgyeopsal. In 2024, it opened a store at the Bangkok UN Conference Center (UNCC), introducing a Korean food brand to a space utilized by employees of international organizations under the United Nations.

The Bibimbap also continues local activities linked to Korean Wave contents such as K-Pop and K-Dramas. It officially sponsored Thailand events for K-Pop artists like BLACKPINK’s Jisoo, Kim Jun-su, and IU, as well as Hallyu actors like Park Bo-gum, Kim Woo-bin, Lee Jong-suk, and Jung Hae-in. It is also scheduled to participate as an official sponsor for Girls' Generation member Tiffany Young’s performance in Bangkok’s Emsphere on October 25.

In the sports sector, it was selected as an official partner for the 2024-2025 Thai professional football club Muangthong United, expanding its local marketing into cultural and sports fields centered around Korean cuisine. The entry of "Bibimbap Sausage" into Seven-Eleven is drawing attention as an example of Korean food expanding beyond specialized Korean restaurants into the everyday retail spaces of Thai consumers. In particular, it is significant in that it attempts both the localization and popularization of K-Food through collaboration with CP Group, Thailand’s largest distribution and food enterprise.