CJ CheilJedang announced on the 26th that it will operate a ‘bibigo Hotel’ Olive Young popup based on the concept of SEVENTEEN's 10th birthday party, which will be held at a hotel. This is an extension of the ‘bibigo-SEVENTEEN’ campaign that started on the 19th.
The products that CJ CheilJedang will showcase in this space include bibigo seaweed snacks, cup tteokbokki, gochujang, and ssamjang, all designed with SEVENTEEN's team colors and logo on the packaging. It appears that this will mark the beginning of marketing targeting domestic and international consumers in collaboration with K-pop idol groups.
Starting from the 26th and lasting until the 8th of next month, a popup store will be held at 'Olive Young Myeong-dong Station,' which is frequented by many foreign tourists. The interior of the store will be designed like a hotel concierge's zone, and it will sell limited edition bibigo products along with SEVENTEEN's 10th anniversary commemorative album.
From the 30th until the 29th of next month, the popup store will continue at ‘Trendpot by Olive Young Hongdae.’ In a space designed with a hotel main building concept, bibigo will operate a standalone popup store for the first time in the food brand sector. Notably, a photo zone celebrating SEVENTEEN's 10th anniversary and a message wall where guests can leave messages for SEVENTEEN were installed.
Various events have been prepared for consumers visiting the site. Those who purchase special package bibigo products of over 20,000 won will receive a ‘bibigo-SEVENTEEN’ shopping bag, and those who spend over 30,000 won will receive a picnic mat. Those who purchase promotional products for over 40,000 won at the Myeong-dong station and Trendpot by Olive Young Hongdae popups or online will receive a ‘bibigo-SEVENTEEN’ snap photo. After visiting the popup store, those who leave a certified photo on social media will also receive prizes such as bibigo stickers and cleansing bands.
In June, there will also be a ‘SEVENTEEN with bibigo cooking class’ targeting foreign consumers. This event, where participants can cook and taste various Korean dishes, will be held a total of six times at ‘CJ THE KITCHEN,’ located on the first floor of CJ CheilJedang's headquarters in Jung-gu, Seoul.
A representative from CJ CheilJedang said, “We will promote the charm of bibigo and K-food to tourists visiting Korea through various marketing activities.”