South Korea’s food industry is increasingly adopting entertainment-style marketing to win over overseas consumers, with CJ CheilJedang emerging as a leading example as it expands the global reach of its Bibigo brand.
The company said its recent digital campaigns in the U.S. and Japan have surpassed a combined 500 million views, underscoring how Korean food brands are shifting from traditional export models toward content-led consumer engagement.
Bibigo, CJ’s flagship brand built around ready-to-eat Korean meals such as dumplings and rice dishes, has been at the center of that push. Rather than relying solely on retail distribution, the company has focused on building brand familiarity through locally tailored campaigns designed to resonate with different markets.
In the U.S., CJ partnered with actor Randall Park to launch its “Bibigo for it” campaign, emphasizing the convenience and accessibility of Korean cuisine. The campaign drove more than 500,000 visits to the brand’s U.S. website, while products featured in the campaign—including bibimbap, japchae and dumplings—saw increased consumer interest.
The company has also leaned heavily on short-form video platforms such as TikTok to expand its reach. A December promotion involving influencer group RK Empire helped accelerate engagement, with viral content contributing to a 15% increase in Bibigo’s U.S. TikTok following and a 171% jump in related video views.
In Japan, CJ has taken a different approach, focusing on personality-driven and narrative content. A campaign featuring comedian Eiko Kano combined entertainment elements with product promotion, including a documentary-style YouTube series that has generated more than 340 million views. A related promotional video tied to a new product launch surpassed 1 million views within three days.
The campaign also translated into sales momentum, with Bibigo dumplings reaching a 10% market share in Japan for the first time last month.
The contrasting strategies highlight how CJ is tailoring its approach to local consumer behavior while maintaining a consistent global brand identity. More broadly, they point to a shift in how food companies compete internationally, as digital content and cultural familiarity become as important as distribution networks in shaping consumer demand.
For South Korean food makers, the model suggests a path beyond export growth, positioning brands like Bibigo not just as imported products but as part of a broader cultural ecosystem that continues to gain traction across global markets.
