CJ CheilJedang bibigo holds Korean food experience event at 2026 Mexico K-Expo

CJ CheilJedang operated a bibigo booth at the 2026 Mexico K-Expo held in Mexico City, introducing Korean food and K-food to local consumers. The event featured content utilizing the IP of the global brand ambassador Alpha Drive One and was structured in a way that allowed visitors to participate directly.

At this event, which was held from the 24th to the 27th at the WTC International Exhibition and Convention Center in Mexico City, the company presented motion games and an artist theme zone. Through a game where participants express four different flavors—kimchi, sweet and salty, sweet and spicy, and spicy—using body movements, they were able to experience the characteristics of Korean food, and tastings of Hetbahn accompanied by bibigo gochujang sauce were also provided. bibigo ramen, K-sauces, and seaweed snacks were also introduced.

CJ CheilJedang views Mexico and Latin America as markets with a wide intersection between K-culture and K-food. As awareness of K-pop and K-dramas is high locally, this is interpreted as a strategy to sustain interest through food experiences. However, rather than simple exposure, the key moving forward will be how much actual tasting and participatory content leads to repeat visits and purchases.

A CJ CheilJedang official stated, “We confirmed the high interest of local consumers in K-food and bibigo at the K-Expo,” and added, “Through bibigo, we will present even more diverse flavors of K-food in Mexico and South America.”