[Edaily Reporter kim mi-kyung ] CJ CheilJedang Corp.’s “Hatban White Rice” is making inroads into American dining tables as it sets out to expand the reach of K-food. Having sold more than 100 million units in North America alone last year, the company’s strategy is to solidify the product’s position through outdoor billboards in major urban centers—such as New York’s Times Square and Broadway—while accelerating its push into the mainstream U.S. market.

CJ CheilJedang Corp(097950)The company announced on the 10th that it will run the global campaign “Sticks To Anything” for Haetban White Rice—sold in the U.S. under the name “bibigo Sticky White Rice”—through November.

Ahead of the campaign, the company ran advertisements for Hetaeban White Rice on outdoor billboards at major locations—including Times Square and Broadway in New York City, as well as downtown Los Angeles (LA)—from the 31st of last month through the 6th of this month. The plan is to leverage iconic U.S. landmarks to leave a lasting impression on local consumers and boost brand awareness.

Last year alone, Hwatan White Rice sold over 100 million units in North America. According to the company, there has recently been a growing trend among consumers to pair instant rice not only with Asian cuisine but also with American-style dishes. Amid the wellness trend, as more consumers view rice as a healthier carbohydrate option than bread or noodles, demand is expanding for using instant rice as an accompaniment to protein-rich foods like meat or as an ingredient in various dishes.

The core message of this campaign leverages the word “Sticky” included in the U.S. product name. It emphasizes the chewy texture of Haetban White Rice while also conveying the dual meaning that it “goes well with any food.” CJ CheilJedang Corp. is positioning Haetban as a global food product that can be combined with a variety of dishes, moving beyond the framework of “Korean-style instant rice.” The company plans to accelerate the mainstream adoption of K-food by building on the sales base it has already established in North America.

The campaign will unfold in two phases. In Phase 1, “Sticky Rice Wall,” unveiled on the 8th, five videos were released showcasing combinations of Haetban White Rice with Korean dishes such as samgyeopsal, bibimbap, tofu kimchi, and japchae. Phase 2, “Sticky Rice Tape,” which begins on October 6, combines Haetban White Rice with familiar American dishes such as steak, burrito bowls, and mac and cheese. This reflects the company’s intention to move beyond the “K-food” category and become a staple on local consumers’ dining tables.

The online response has been enthusiastic. The teaser video, released on September 19 via Bibigo USA’s official Instagram and TikTok accounts, surpassed 20 million cumulative views on October 8—just three weeks after its release. Since the campaign began, Google search volume for terms related to Bibigo has more than tripled.

Collaborations with local influencers are also continuing. The company will gradually release collaborative content featuring Korean-American NFL player Kyler Murray, who appeared in the teaser video, as well as influencer Brooke Monk, who has 50 million global followers.

A CJ CheilJedang Corp spokesperson said, “We will continue to solidify our position as a leading global K-food brand through differentiated marketing activities tailored to the lifestyles and trends of local consumers.”