CJ CheilJedang’s Bibigo brand is significantly enhancing its global presence through innovative digital marketing strategies, with recent campaigns accumulating over 500 million views globally.
In a key move to expand its reach, Bibigo launched the highly successful “Bibigo for it” campaign in the United States last year. This initiative, featuring acclaimed actor Randall Park, effectively showcased the convenience and accessibility of delicious Korean food to a broad American audience.
The “Bibigo for it” campaign video alone has garnered an impressive cumulative total of over 500 million views. During the campaign period, Bibigo’s official US website also recorded more than 500,000 visits, demonstrating significant consumer engagement. Popular Bibigo products such as savory beef bibimbap, flavorful chicken japchae, and zesty spicy dumplings experienced a surge in consumer interest and demand.
Beyond traditional advertising, Bibigo has strategically broadened its appeal among US consumers by leveraging organic viral content created by prominent local influencers. A standout example is the engaging “12 Days of Bibigo” campaign launched in December, featuring the influential TikTok duo RK Empiree, who boast a massive following of over 10 million.
Specifically, influencer Kim has played a crucial role in significantly popularizing Bibigo dumplings across the US, consistently producing highly engaging, dumpling-related content. A particular unboxing video shared by Kim rapidly achieved viral status, resulting in a remarkable 15 percent boost in Bibigo’s US TikTok followers and an impressive 171 percent increase in related content views.
Bibigo’s strategic expansion continues in Japan with another highly successful viral campaign, starring popular comedian Eiko Kano. This unique campaign challenges Kano to sell an ambitious 5.55 million dumplings within a year. The accompanying documentary-style YouTube series has already garnered over 340 million views, while a captivating “dumpling song” video, launched with a new product, achieved over 1 million views in just three days.
Leveraging this incredible momentum, Bibigo dumplings proudly secured a 10 percent market share in Japan last month, marking a significant milestone for the brand in this competitive market.
A CJ CheilJedang official affirmed that the company is committed to further solidifying Bibigo’s leadership as a premier K-food brand. This will be achieved through continuously evolving localized digital marketing strategies, meticulously tailored to resonate with diverse consumer lifestyles and emerging market trends globally.
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