Bibigo Expands K-Food Reach in Mexico

Bibigo, a Korean food brand owned by CJ CheilJedang, successfully showcased its products and culture at the '2026 K-EXPO MEXICO' event held from September 24 to 27. The four-day expo, organized by the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency, aimed to help domestic companies expand overseas. Bibigo went beyond simple product exhibitions, creating an immersive experience blending K-pop and K-food that drew visitors' participation.

The most popular activity at the Bibigo booth was a motion game that allowed visitors to express Korean flavors through body movements. The game represented four flavors symbolizing K-food: kimchi, sweet and salty, sweet and spicy, and spicy. Visitors also enjoyed a tasting corner where they could sample Bibigo ramen, K-sauce, and seaweed snacks, along with localized menus.

According to a 2025 survey by Statista, 67.1% of Mexican respondents found K-pop popular, and 66% found K-drama popular. An official from CJ CheilJedang emphasized the strong interest in Bibigo from local consumers during the expo and stated that the company would strengthen its brand position by showcasing even more diverse K-food flavors in the Mexican and South American markets.

CJ CheilJedang's overseas food business has seen impressive growth, with overseas sales soaring from 4 trillion 12.97 billion won ($2.97 billion) in 2020 to 5 trillion 92.47 billion won ($4.27 billion) last year, marking a 43% increase over five years. In the first half of this year alone, cumulative overseas sales reached 3 trillion 6.27 billion won ($2.21 billion), marking a 7% growth from the same period a year earlier.