CJ CheilJedang has launched a campaign to promote Korean seaweed at U.S. professional sports venues. The company aims to increase awareness of its Bibigo brand and Korean seaweed as a 'K-snack' by leveraging the high visibility of soccer and baseball games.
On August 31, CJ CheilJedang announced that it recently conducted sampling events for 'Bibigo Seaweed' at home games for Major League Soccer's Los Angeles FC (LAFC) and Major League Baseball's San Francisco Giants.
This initiative is part of the Ministry of Oceans and Fisheries' new 'Sea-Sports Project,' organized by the Korean Fisheries Association to introduce Korean seaweed as a 'healthy and convenient snack' to American sports fans.
CJ CheilJedang is participating as a partner in the Korean Fisheries Association's global integrated brand campaign 'GIM.' The association is hosting a total of seven events in the U.S., with CJ CheilJedang responsible for two of them, providing 2,000 packs of seaweed to local attendees.
The first sampling event took place on August 15, coinciding with CJ Group's K-Culture festival 'KCON LA,' where attendees at the LA BMO Stadium were introduced to the taste of Korean seaweed.
The second event was held on August 29 at Oracle Park during a game between the San Francisco Giants and the Arizona Diamondbacks. This event capitalized on the team's 'Bobblehead Day' featuring Korean Major League player Lee Jung-hoo to promote Korean seaweed.
At both venues, CJ CheilJedang set up product sampling stations and displayed Bibigo brand banners, inviting influencers and promoting through social media. This strategy aimed to provide local consumers with a natural opportunity to experience the taste and texture of Bibigo seaweed while enjoying the games.
Looking ahead, CJ CheilJedang plans to focus on establishing Korean seaweed as a regular snack in the U.S. market. The company aims to expand the local consumer base for Korean food products, including seaweed, following its success with dumplings and other K-food items.
A representative from CJ CheilJedang stated, 'Collaborating with the Korean Fisheries Association has provided a meaningful opportunity to showcase the unique taste of Bibigo seaweed to American sports fans. We will strive to ensure that consumers worldwide can enjoy Korean seaweed through Bibigo.'
Meanwhile, exports of Korean seaweed continue to grow steadily. Last year, seaweed exports reached $1.13 billion, marking a 13.7% increase from the previous year and setting a new record.
* This article has been translated by AI.
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