CJ CheilJedang’s brand Bibigo global announced on May 19 that it has selected Seventeen as its first-ever brand ambassador and will launch a global campaign targeting international consumers.
As the leading K-food brand, Bibigo’s strategy is to partner with a top K-pop group to reach Gen Z consumers around the world. The new campaign, under the slogan “Taste What’s Beyond,” will include a variety of marketing activities such as campaign videos, collaborative product launches, and pop-up events.
Through these efforts, Bibigo aims to communicate its authentic K-food message, showcase innovation, and highlight Seventeen’s diverse appeal.
Seventeen, which debuted in 2015, is a globally acclaimed K-pop group. CJ CheilJedang explained that Seventeen’s bright and positive energy complements Bibigo’s vibrant and passionate brand image, which led to their selection as global brand ambassadors.
On May 20, Bibigo will release the campaign video on its official global Instagram, TikTok, and X (formerly Twitter) channels.
The short-form video will feature Seventeen members enjoying various Bibigo products such as gimbap, hot dogs, and tteokbokki, and will also be available on the “Bibigo | Seventeen” campaign microsite launching May 23.
On the same day, limited-edition Bibigo products, including gimbap snacks, cup tteokbokki, gochujang, and ssamjang, featuring Seventeen’s team colors on the packaging, will be released on CJ CheilJedang’s official mall, CJ The Market, and the Olive Young online mall.
Simultaneously, Bibigo will operate a booth at Seventeen’s 10th debut anniversary event “B-DAY PARTY” held at Sebitseom in Seoul from May 23 to 25, where it will give away 20,000 limited-edition collaboration products.
As part of the B-DAY PARTY, fans can participate in a “Stamp Tour” event: collect digital stamps at CJ THE KITCHEN on the first floor of CJ CheilJedang Center in Seoul’s Jung-gu, and bring them to the Sebitseom venue to receive a Seventeen's photo card.
Bibigo also has plans to expand this initiative to global consumers. In the second half of the year, a second wave of “Bibigo | Seventeen” collaboration products will be released in international markets, along with a range of online and offline events in countries like Japan and the United States.
A CJ CheilJedang representative stated, “We expect this collaboration with Seventeen to help us engage more deeply with global consumers,” adding, “Through various campaign activities, we will continue to promote Bibigo and K-food worldwide.”
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