CJ CheilJedang Takes Bibigo Sticky White Rice to Times Square
CJ CheilJedang is taking its instant rice brand to some of the most visible locations in the United States as it looks to expand the appeal of Korean food beyond traditional Asian cuisine.The company said Wednesday that it has launched a new global marketing campaign for its “bibigo Sticky White Ric
CJ CheilJedang, a South Korean food conglomerate, is introducing its instant rice brand, "bibigo Sticky White Rice," to prominent locations in the United States as part of a global marketing campaign. The initiative aims to expand the appeal of Korean cuisine beyond traditional Asian food and position instant rice as a everyday food choice for American consumers. The campaign, titled "Sticks To Anything," runs digital billboards in Times Square, Broadway, and downtown Los Angeles from August 31 to September 6.
The campaign capitalizes on the growing demand for rice as a source of carbohydrates and its integration into various dishes. CJ CheilJedang seeks to shift eating habits among American consumers by combining rice with familiar local dishes. The campaign's messaging, revolving around the word "Sticky," emphasizes the versatility of the product in complementing diverse food types.
Preceding the billboard rollout, CJ CheilJedang launched a teaser video on Bibigo USA's Instagram and TikTok accounts, showing a giant ball of rice traversing U.S. cities like Houston. The video garnered over 20 million views by September 8, and Google searches for the campaign and "bibigo" surged more than threefold after its release. The campaign will continue in two phases, concluding by November.
The initial phase, "Sticky Rice Wall," spotlights the product paired with popular Korean dishes like samgyeopsal, bibimbap, dubu-kimchi, and japchae. The second phase, "Sticky Rice Tape," commences October 6, incorporating tape as a visual representation of the product's sticky characteristic, paired with American favorites such as steak, burrito bowls, and macaroni and cheese.
CJ CheilJedang plans to amplify the campaign via TikTok-based consumer participation and partnerships with influential figures, including Korean American NFL player Kyler Murray and mega-influencer Brooke Monk, who boasts about 50 million global followers. By showcasing sticky rice as a versatile staple that seamlessly integrates with Korean and American dishes, the company aims to broaden the role of "bibigo" in the U.S. market and transform a traditional Korean food product into a mainstream option for American consumers.
Written by urgent.news from Korea IT Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
