[Edaily Reporter kim mi-kyung ] CJ CheilJedang Corp.’s global Korean food brand, Bibigo, has launched a campaign to introduce Korean seaweed (gim) to U.S. sports fans. As interest in K-Food continues to grow, the brand’s strategy is to expand its global reach so that consumers can experience gim as an everyday snack.

CJ CheilJedang Corp(097950)The company announced on the 31st that it recently successfully concluded Bibigo seaweed sampling events at home games for Major League Soccer (MLS) team Los Angeles FC (LAFC) and Major League Baseball (MLB) team the San Francisco Giants.

This event was organized as part of the “Sea-Sports Project,” a new initiative launched this year by the Ministry of Oceans and Fisheries, and was arranged by the National Federation of Fisheries Cooperatives to introduce Korean seaweed to U.S. sports fans as a “healthy and convenient snack.” As a key partner in the “GIM” campaign—the global integrated brand for Korean seaweed promoted by the National Federation of Fisheries Cooperatives—CJ CheilJedang Corp distributed 2,000 samples of Bibigo seaweed at two major events out of a total of seven organized by the Federation.

On the 15th, coinciding with KCON LA—a CJ Corp. K-culture event held in Los Angeles—Bibigo seaweed was served to spectators at BMO Stadium during the match between LAFC and San Diego FC. Then, on the 29th, the company promoted Bibigo Kim at Oracle Park during the game between the San Francisco Giants and the Arizona Diamondbacks. Notably, this event was held in conjunction with the “Bubblehead Day” celebration honoring Korean player Lee Jung-hoo.

CJ CheilJedang Corp. installed Bibigo brand banners inside the stadium, invited influencers, and simultaneously ran online promotional campaigns via social media. By leveraging sports stadiums—where tens of thousands of soccer and baseball fans gather—the company focused on increasing touchpoints with local consumers and conveying the taste and appeal of Korean seaweed. It was also notable that they introduced seaweed not merely as a side dish but as a convenient snack. CJ CheilJedang Corp reported that sports fans who sampled Bibigo seaweed at the event responded positively to its crispy texture and clean flavor.

A spokesperson for CJ CheilJedang Corp. said, “Through our collaboration with the National Federation of Fisheries Cooperatives, this was an opportunity to introduce the distinctive flavor of Bibigo seaweed to local sports fans in the U.S.,” adding, “We will strive to ensure that global consumers can enjoy Korean seaweed as part of their daily lives through Bibigo.”