© Bibigo

CJ CheilJedang has announced that popular K-pop group SEVENTEEN will be the first-ever global brand ambassador for its well-known K-food brand, Bibigo. The exciting new partnership aims to connect with global consumers, especially the younger Gen Z audience, by combining the popularity of K-pop and the growing interest in Korean food.

This campaign is part of Bibigo’s strategy to promote Korean cuisine to the world. SEVENTEEN, a globally beloved boy band known for their energy and creativity, is a perfect match for Bibigo’s fun and passionate brand image. The group is celebrating their 10th anniversary this year, making the timing of the collaboration even more meaningful.

© Bibigo

A New Campaign: “Taste What’s Beyond”

The theme of the campaign is “Taste What’s Beyond,” which reflects Bibigo’s goal of offering more than just delicious food – it’s about sharing Korean culture and joy. Under this slogan, the campaign includes:

• Short-form videos of SEVENTEEN members enjoying Bibigo’s most popular products like gimbap, hot dogs, and tteokbokki

• The launch of limited-edition collaboration products

• A variety of fan events and pop-up experiences

© Bibigo

The short videos were released on May 20 across Bibigo’s global social media accounts, including Instagram, TikTok, and X (formerly Twitter). These clips show SEVENTEEN members trying and having fun with different Bibigo items, showing how tasty and accessible K-food can be. A special campaign microsite featuring the group will also go live on Bibigo’s official website on May 23.

Limited-Edition Products Inspired by SEVENTEEN

One of the most exciting parts of the campaign is the release of limited-edition Bibigo products inspired by SEVENTEEN’s signature colors, Rose Quartz and Serenity. The special line includes:

© Bibigo

• Seaweed snacks (K-gim)

• Cup tteokbokki

• Gochujang (Korean chili paste)

• Ssamjang (seasoned soybean paste)

These four items will be available starting May 23 on CJ CheilJedang’s online store “CJ The Market” and on Olive Young’s online mall, a popular platform for Korean lifestyle and beauty products.

Celebrate with Bibigo at SEVENTEEN’s 10th Anniversary Event

To celebrate SEVENTEEN’s 10th debut anniversary, CJ CheilJedang will also participate in the group’s official fan event, “B-DAY PARTY”, taking place from May 23 to May 25 at Sebitseom in Seoul. At this event, Bibigo will set up a special booth and give away 20,000 units of the limited-edition products.

© PLEDIS

Fans will also be able to take part in a “Stamp Tour” event. By visiting CJ THE KITCHEN, located in the CJ CheilJedang headquarters in central Seoul, and collecting an online stamp, fans can bring it to the B-DAY PARTY venue to receive exclusive SEVENTEEN photocards.

Going Global with K-Pop and K-Food

This is just the beginning of Bibigo and SEVENTEEN’s collaboration. In the second half of 2025, Bibigo plans to release a second round of collaborative products aimed at the global market. Fans in countries like Japan and the United States can also look forward to a series of online and offline events, making it easier than ever to experience K-food wherever they are.

© Bibigo

A CJ CheilJedang spokesperson shared their excitement about the campaign: “We believe this collaboration with SEVENTEEN will help us connect with even more global consumers. Through this campaign, we hope to spread the joy of Bibigo and K-food to the world.”

Why This Matters

Bibigo is one of Korea’s top food brands, known for making traditional Korean dishes more convenient and accessible to people around the world. Partnering with SEVENTEEN, who has millions of fans across continents, shows how K-culture continues to grow through music, food, and lifestyle.

© Bibigo

Whether you’re a long-time SEVENTEEN fan or just starting to explore Korean cuisine, this campaign offers a fun and delicious way to experience K-culture. From trendy food items to collectible goodies, Bibigo and SEVENTEEN are bringing a taste of Korea right to you.