PARIS, July 23, 2024 /PRNewswire/ -- CJ Foods, a
leading South Korean food company, is introducing its flagship
brand, bibigo, at KOREA HOUSE located in Maison de la Chimie during
the Olympic Games Paris 2024.
Due to the growing European market, CJ Foods' Q1 2024
sales in Europe saw a 45% increase
compared to the previous year. There was a specifically high demand
for Korean dumplings and street foods like tteokbokki (sweet and
spicy rice cake), which have made viral hits on TikTok and YouTube
through "mukbangs" (eating shows).
Following the opening of its French subsidiary in May, CJ Foods
is expanding its European presence through its global bibigo brand.
CJ Group will be the main sponsor of KOREA HOUSE during
Paris 2024, a public event (hosted
by the Korean Sport & Olympic Committee) aimed at introducing
K-culture to France.
From July 25 to August 11, bibigo
will operate an experiential booth at KOREA HOUSE where
locals and tourists can enjoy authentic Korean food right in the
heart of Paris.
For that purpose, bibigo has set up an original Korean food
market "Sijang" in the heart of Paris, in Maison de la Chimie. Found in
bustling, energetic environments, Sijangs are historical
cornerstones epitomizing the social community of Koreans, serving
as essential spots for Koreans seeking convenient, comfort foods.
By bringing together the essence of community and locality of both
market traditions, bibigo's booth is designed to showcase the
diversity, vibrant energy, and cultural significance of Korean
cuisine to the French.
"Thanks to the influence of Korean films and content, Sijangs
have become popular attractions for tourists. Cities like
Myeongdong host blocks of stands that sell authentic Korean street
foods like tteokbokki and corn dogs, which is the influence behind
our activation concept. Visitors will feel as if they've walked
straight into their favorite K-drama or film location,
experiencing Korea without actually visiting," said Yujin Shin, Head of CJ Foods France.
Bibigo will offer classic pairings of "bunsik" (Korean street
food), where visitors can enjoy freshly prepared mandu (Korean
dumplings) or jumeokbap (rice balls) with tteokbokki and kimchi.
European consumers can find these beloved products in their local
markets soon, as bibigo prepares to launch new items like chicken
skewers in major European retailers throughout the second half of
the year. Bibigo's activation not only provides a genuine taste of
Korea, but aims to enhance accessibility for European consumers by
creating a platform of opportunity with local retailers and
distributors.
In addition to culinary tastings, bibigo will host daily
missions for guests to receive free bibigo snacks and branded
merchandise (tote bags, T-shirts) to take home. Other participating
exhibits will showcase the history of Korean achievements at the
Olympic Games, ancient artifacts such as 19th-century hanbok
(traditional Korean garments), and vibrant aspects of K-culture
through live K-pop performances, K-beauty exhibitions, and K-photo
booths, all in collaboration with leading Korean brands.
For seamless entry, guests who pre-register online at
teamkoreahouse.co.kr can enjoy streamlined access to "Play
the K" and immerse themselves in various aspects of K-culture
and K-heritage. (On-site registrations are also available) Visitors
taking public transportation or commuting by foot through the Blue
Zone will not require the Pass-jeux to access the site.
On the 25th, the inauguration of Korea House will be celebrated
with a ceremony banquet hosted by Cuisine.K, CJ Foods' initiative
to nurture young Korean chefs and promote Korean cuisine globally.
Young chefs from Cuisine.K will be joining the inauguration
ceremony to showcase the potential and global scalability of K-food
by presenting a menu that modernly reinterprets the taste of
traditional Korean cuisine.
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