The partnership aims to offer K-culture fans worldwide a unique experience by combining two of Korea’s most recognized exports – food and entertainment. (Image provided by CJ CheilJedang)
SEOUL, Nov. 14 (Korea Bizwire) – CJ CheilJedang’s Bibigo brand is set to launch a global collaboration with Netflix’s hit series “Squid Game” Season 2, marking a significant partnership between South Korea’s leading food brand and entertainment content.
The food giant announced on November 14 that the collaborative campaign will roll out across 14 countries, including South Korea, the United States, Australia, and Japan, as well as a number of European nations.
The partnership aims to offer K-culture fans worldwide a unique experience by combining two of Korea’s most recognized exports – food and entertainment.
The collaboration’s second season of products features a diverse lineup tailored to different markets, focusing on Bibigo’s core strategic items including K-street food, dumplings, kimchi, and seaweed snacks. The products will be released in limited-edition packaging featuring characters from “Squid Game” Season 2.
In South Korea, the campaign will launch on November 19, introducing frozen tteokbokki (rice cakes), three varieties of cup tteokbokki, king-size dumplings, and whole shrimp dumplings.
The campaign marks Bibigo’s debut of its frozen kimbap in U.S. and European markets. Starting in December, “Bibigo Bulgogi Kimbap,” which features traditional Korean bulgogi flavors made possible by CJ CheilJedang’s proprietary technology, will be available at Kroger supermarkets in the United States and in ethnic markets across Europe, including the UK and France. This launch follows its successful rollouts in Australia and Japan.
The company is also introducing new squid-based products. In South Korea, these include “Bibigo Whole Squid Dumplings,” the latest addition to the company’s whole ingredient dumpling series featuring chunks of squid, and “Butter Squid Seaweed Snacks,” which combines crispy seaweed with sweet and savory butter squid flavoring.
For the Thai market, the company has developed “Bibigo Dried Radish Squid Kimchi,” featuring dried radish kimchi mixed with dried squid strips, offering both chewy and crispy textures.
“We will continue to strive to provide global consumers with more diverse and differentiated K-food experiences through collaborations with various global content,” said Stephan Czypionka, CJ CheilJedang’s global chief marketing officer.
Ashley Song (ashley@koreabizwire.com)
