K-food powerhouse Bibigo, a brand by CJ CheilJedang, has just announced the release of its newest creation – Bibigo Matcha Fish-shaped Bread (비비고 말차 붕어빵) – on October 15, 2025. Teaming up with the premium organic matcha brand Super Matcha, Bibigo takes a bold leap into the global matcha craze, bringing a modern twist to one of Korea’s most beloved winter treats.

 

 

The Matcha Wave Takes Over Korea

 

© Gmarket

Matcha, the finely ground powder of shade-grown green tea leaves, has transcended its traditional tea ceremony roots to become a full-fledged global lifestyle trend. From matcha lattes and desserts to skincare and fashion inspirations, the distinctive green hue and earthy flavor have captivated Millennials and Gen Z consumers worldwide. In Korea, the matcha wave has swept across cafés and convenience stores alike. You’ll spot matcha everything – from croissants to ice cream to ramen. Now, even major K-food brands like Bibigo, famous for savory staples like dumplings and kimchi, are diving into the trend.

 

 

A Playful Buzz Before the Launch

 

  

© Instagram @bibigo.kr

Before officially revealing the Matcha Fish-shaped Bread, Bibigo turned social media upside down with a clever marketing move. On its official Instagram, the brand teased an imaginary “Bibigo × Matcha” series, featuring products like Matcha Kimchi, Matcha Dumplings, Matcha Fried Rice, and Matcha Tteokbokki Soup.

 

 

© Instagram @bibigo.kr

The post quickly went viral, drawing millions of views and hundreds of thousands of likes, comments, and shares. Fans laughed, debated, and speculated – could matcha kimchi actually exist? The campaign, humorously titled “Matcha Core,” captured the internet’s imagination and perfectly teased the real product to come.

 

 

© Instagram @bibigo.kr

So, when Bibigo finally unveiled the actual Matcha Fish-shaped Bread, fans were more than ready and thrilled that one of the “imaginary” matcha creations had turned real.

 

 

The Collaboration: Bibigo × Super Matcha

© Bibigo

To bring authentic flavor and sustainability to the product, Bibigo partnered with Super Matcha, an organic matcha brand known for its high-quality tea and eco-conscious approach. Super Matcha has been expanding globally, opening stores in Malaysia and Thailand, and promoting Korean-grown matcha to the world.

 

© Super Matcha

Together, they created a dessert that blends traditional Korean comfort with modern health-conscious appeal. The Bibigo Matcha Fish-shaped Bread features soft bread and creamy filling made with domestic matcha, capturing its rich aroma and gentle bitterness. Thanks to CJ CheilJedang’s unique “premix technology” using Korean glutinous rice flour, it delivers that signature crispy outside, chewy inside texture Koreans love.

© Bibigo

And the best part? You can enjoy it in just 10 minutes using an air fryer — a perfect winter treat for busy matcha lovers everywhere.

 

 

Coming Next: Bibigo Matcha Hotteok

 

If you thought matcha fish-shaped bread was the end of the story, think again. In November, Bibigo will follow up with another irresistible matcha remake – the Bibigo Matcha Hotteok.

 

© Bibigo

Hotteok, a classic Korean street snack filled with brown sugar and nuts, is getting a green makeover. The new version is expected to have a chewy dough infused with matcha flavor, creating a balance of sweet, nutty, and slightly bitter notes. It’s the ultimate fusion of nostalgia and trend – and a likely hit among both young and older consumers.

 

 

Why Matcha?

 

© Super Matcha

So what makes matcha so irresistible? Beyond its vivid green color and sophisticated flavor, matcha is known for its health benefits – it’s rich in antioxidants, helps with focus, and provides a calm energy boost. These qualities have made it a favorite among wellness-conscious consumers, especially the younger generation seeking “healthy indulgence.”

 

© Eater

Globally, matcha has become more than a food ingredient — it’s a symbol of balance and mindfulness, often linked with slow living, aesthetics, and self-care. Its adaptability across drinks, desserts, and now savory or hybrid snacks, keeps it at the center of modern food culture.

 

© Bibigo

By introducing matcha into its product line, Bibigo shows how deeply matcha has permeated Korean food culture. The brand known for authentic Korean dumplings, kimchi, and sauces is now reimagining traditional snacks through the lens of this global phenomenon.  So, whether you’re a matcha devotee or just curious about Korea’s latest food trends, Bibigo Matcha Fish-shaped Bread is the perfect way to experience the sweet side of K-food innovation.