Bibigo Promotes K-Gim At MLB Stands

Korean seaweed, known as K-gim, has made its way onto the field during professional sporting events in the United States. Korean food giant CJ CheilJedang launched the ‘Sea-Sports Project’, a campaign aimed at promoting seaweed to local fans at the stadiums of Los Angeles FC (LAFC) and the San Francisco Giants. The Ministry of Oceans and Fisheries recognized this initiative as one of its key partners.

CJ CheilJedang was assigned to lead the 'GIM' campaign, which is a global integrated brand for Korean seaweed. Together with the National Federation of Fisheries Cooperatives, they coordinated two major sampling events, one at BMO Stadium in Los Angeles on August 15th, and another at Oracle Park in San Francisco on August 29th.

The first event, timed to coincide with KCON LA, a K-culture event hosted by CJ Group, was strategically scheduled to reach tens of thousands of soccer fans. The second event was linked with 'Bobblehead Day' for Korean Major Leaguer Lee Jung-hoo, attracting baseball enthusiasts. To make the sampling appealing, CJ CheilJedang installed Bibigo banners inside the stadiums and ran parallel offline and online marketing campaigns, including influencer invitations and social media promotions.

Spectators and influencers alike praised the seaweed, describing its crispy texture and clean taste as the best K-snack for healthy and convenient enjoyment. The dominant opinion was that fans would become regular consumers of Korean seaweed due to its irresistible crispiness and health benefits. An official from CJ CheilJedang expressed satisfaction with the project, stating that it introduced a unique taste to American sports fans, and they plan to continue their efforts to make seaweed a global snack.