During the 2022 CJ Cup in South Carolina, American golfer Scottie Scheffler, a top-ranked professional, gave a resounding endorsement to the Korean food prepared by CJ CheilJedang Corp. Scheffler praised the offerings from the Bibigo Kitchen booth as the best he had tasted, underscoring the successful integration of Korean culinary delights into global sports events.
CJ CheilJedang, leveraging its partnership with the PGA tour, used the event to serve about 7,000 meals featuring popular dishes like dumplings and seasoned fried chicken under its flagship brand, Bibigo. This initiative is part of the company’s broader strategy to promote Korean cuisine worldwide, capitalizing on the extensive reach of PGA tours, which are broadcast in 200 countries.
The CJ Cup, sponsored by CJ Group since 2017, was rebranded in 2023 as the CJ Cup Byron Nelson. This move aligns with CJ Group’s strategic efforts to use high-profile golf tournaments to introduce Korean food to new international markets. The 2024 CJ Cup Byron Nelson, scheduled to be held next month at TPC Craig Ranch in Texas, promises to be a significant event with a total prize money of $9.5 million, highlighting Bibigo’s title sponsorship.
CJ CheilJedang reported that its global sales of processed foods, led by Bibigo, reached 5.4 trillion won ($3.9 billion) last year, with a significant increase in the U.S. market. To further capitalize on the global trends of K-pop and K-food, CJ plans to introduce a wider range of Korean street food items internationally.
Additionally, with the upcoming Paris Olympics, CJ CheilJedang aims to expand its reach into the European food market, using the global event as a platform for new marketing campaigns. The company has already made significant inroads in international markets, with Bibigo products now available in major supermarket chains across Australia, Thailand, and Malaysia, where it recently launched a halal-certified dumpling product.
This strategic blend of cultural promotion and high-quality product offerings is positioning CJ CheilJedang as a leader in the global food industry, tapping into diverse markets and creating a strong international presence for Korean cuisine.
