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Seventeen becomes new ambassador for Bibigo
Members of Seventeen in a promotional image in collaboration with CJ Cheiljedang's Bibigo / Courtesy of CJ Cheiljedang
By Ko Dong-hwan
K-pop boy band Seventeen has become the new ambassador of CJ Cheiljedang’s signature food brand Bibigo, leveraging the group’s global Gen Z fanbase to boost the brand’s worldwide popularity in Korean cuisine.
The collaboration between the influential K-food brand and celebrity K-pop band started off Tuesday with the release of a campaign clip. Under the slogan “Taste What’s Beyond,” the clip premiered online first on Instagram and X.
The campaign will launch new Bibigo products on Friday, created in collaboration with the artists. These include seaweed snacks, tteokbokki (rice cakes in spicy gochujang sauce) and ssamjang (a spicy dipping sauce). The special edition products will be available on CJ Cheiljedang’s online shopping platform and CJ Olive Young’s online mall.
Seventeen’s “B-Day Party” concert in Seoul, celebrating the band’s 10th anniversary, will also serve as a marketplace for the special Bibigo products. Held at Some Sevit from Friday to Sunday, the concert will feature Bibigo booths distributing 20,000 limited-edition collaboration items to attendees.
The company said the collaboration will roll out a new batch of limited-edition products across Bibigo’s global markets in the second half of this year. It also announced plans for online and in-person events featuring the band in Japan and the United States during that period.
According to the company, Seventeen is currently the leading K-pop band on the global stage, and its “hippy, bright energy” perfectly complements Bibigo’s promotional image of joy and passion.
“We expect our collaboration with Seventeen to allow us to communicate with even more consumers worldwide,” a CJ Cheiljedang official said. “Together, we will launch a variety of campaign events to promote Bibigo and Korean cuisine globally.”
CJ Cheiljedang participated in the 2025 National Restaurant Association Show in Chicago Saturday (local time), promoting its brands Bibigo and Seoulfully — a K-sauce line offering unique Korean flavors — to around 50,000 attendees during the four-day event. According to CJ Cheiljedang, over 2,225 companies across 900 categories took part in the show.