CJ Cheiljedang conducted diverse activities to offer opportunities for foreign visitors to taste Korea foods during the 2018 PyeongChang Olympic Games. In particular, the company was engaged in events to publicize its global Korean food brand Bibigo to foreigners during the sports extravaganza.
CJ Cheiljedang, one of the official supporters of the Olympiad, supplied the Bibigo Mandu (Korean dumpling), Samho eomuk (fish cake) and Maxbong items exclusively. The company carried out diverse marketing promotion events outside sports venue, attracting attention from foreign visitors.
Bibigo Mandu was one of the Korean foods offered at the cafeterias of Olympic Athletes’ Village. CJ Cheiljedang supplied more than 50,000 pieces of the Bibigo Mandu, equivalent to 10 pieces for each of the 5,000 athletes on average who stayed in the village.
Foreign athletes are said to have felt satisfied after eating a few Mandu pieces, since the item is made with meat and vegetables.
Eomuk products enjoyed popularity at outlets outside sports venues due to the cold weather. The food is served with boiled soup and was in short supply due to its popularity.
Maxbong sausage and hot bar products also received a positive reception as side dishes among foreign athletes. Photos of Bibigo Mandu and other CJ Cheiljedang products posted on social networks went viral to attract global recognition.
CJ Cheiljedang donated the “Cheer Up Food” sets comprising of the company’s major items to Korean delegates participating in the PyeongChang Olympic Games. Korean players who received the gifts from CJ Cheiljedang posted photos on the giveaways to their personal SNS to express thanks, which contributed to enhancing global brand standing. CJ Cheiljedang conducted marketing promotion events outside sports venues. The company set up a Bibigo publicity booth at the Oak Valley in Wonju in time for the opening of the 2018 PyeongChang Olympic Games.
The company pitched Bibigo products and other items during promotional events, titled “Bibigo Tasty Road to PyeongChang” over an eight-day run between Feb. 9 and Feb. 11 and between Feb. 14 and Feb. 18.
Bibigo products were hot sellers. A booth offering Western cuisine prepared with Korean food materials drew lots of attention. In particular, hwangtae sagol hanseon madugook (dried Pollack & dumpling soup) and Bibigo tteogalbi (grilled rib patties) hamburger were popular items among foreigners.
CJ Cheiljedang plans to accelerate efforts to publicize Korean food such as Bibigo by participating at global events in the coming years. The company sponsored the CJH Cup as they did during the PyeongChang Olympic Games, and offered Korean food and Bibigo. The PyeongChang Olympics was a good opportunity to publicize Korean and Bibigo as the Olympiad attracted about 50,000 people from around the world, including 6,500 athletes and delegates from 95 countries.
“(We’ll) focus on making a pitch for Bibigo and superiority of Korean food so that people around the globe can enjoy them,” a company official said.
CJ Cheiljedang began to give patronages to Korean national delegates in such non-mainstay sport disciplines as snowboarding, as the company became the sponsor for Korean snowboarder Kim Ho-joon in 2010.
The company’s sports patronage programs began to pay off as such prominent Korean players as Korean skeleton gold medalist Yoon Sung-bin and snowboard silver medalist Lee Sang-ho put on a show during the 2018 PyeongChang Olympic Games.
The company gave patronages to snowboarders Lee Sang-ho and Kim Ho-joon, skeleton player Yoon Sung-bin and mogul skiing player Choi Jae-woo.