Bibigo On-The-Go Culinary Challenge

Overview & Challenge

The Bibigo phenomenon began roughly 10 years ago in 2010 by Korea’s No. 1 Food Company. The company’s unique name comes from a combination of the Korean word “bibim,” which comes from cultural traditions of “mixed” flavors, and the English word “go” expressing the items are easily accessible to grab-and-go at local grocery stores. Bibigo makes it deliciously simple for American consumers to indulge on the modern Korean flavors that the brand has to offer. Bibigo tasked CIIC with increasing brand awareness and exposure through a series of events: 3M Open, Bibigo On-The-Go Culinary Challenge, KCON NY, KCON LA, and Bibigo Media Cooking Class. 

Strategy

CIIC secured the culinary challenge event in partnership with the Culinary Institute of America (CIA) in Hyde Park, New York. In addition, our team secured FoodBeast as the official media partner at the challenge and Instagram foodie judges, @cy_eats, @foodloversdiary, a CIA chef, and Bibigo representative. 

CIIC supported Bibigo in its presence at popular Korean pop culture conventions KCON NY and LA. Our team continued the partnership with FoodBeast that resulted in top influencer appearances at the events. These influencers included @thisplate.nyc, @noleftovers, @kkarmalove, @kevinlimagic, and @marycake, who provided content of the event and Bigibo’s products and interactive booth. 

CIIC helped execute a media-attended cooking class hosted by Bibigo. Our New York team managed the RSVP list, secured A-list 14 media attendees for the event and distributed the press release via PRWeb following the event. Some of the event’s attendees included Resident Magazine, POPSUGAR, Food Network Magazine, Eater, and Better Homes & Gardens.