Key Takeaways:
- Bibigo appoints K-pop group SEVENTEEN as its first global brand ambassadors, aiming to enhance brand visibility among Gen Z consumers worldwide.
- The "Taste What's Beyond" campaign will launch on May 20 with a short-form video featuring SEVENTEEN enjoying bibigo products.
- Limited-edition bibigo x SEVENTEEN products, including seaweed snacks and sauces, will be available online starting May 23, with plans for international events in Japan and the U.S. later this year.
Korean food brand bibigo has selected K-pop group SEVENTEEN as its first-ever global ambassadors.
This signals a major marketing strategy for the CJ Foods brand, aiming to target younger, international audiences.
"Taste What's Beyond" launches with a social-first approach, including a short-form video set to go live on May 20 across bibigo’s global TikTok, Instagram, and X platforms.
In it, SEVENTEEN members will be seen enjoying iconic bibigo products like gimbap, corn dogs, and tteokbokki.
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A dedicated microsite tied to the campaign will open on May 23, the same day limited-edition bibigo x SEVENTEEN products are scheduled to hit online stores.
Product packaging will incorporate the K-pop band's signature colors of Rose Quartz and Serenity.
Items such as seaweed snacks, cup tteokbokki, ssamjang, and gochujang will be featured in the special lineup.
CJ Foods Global CMO Stephan Czypionka said in a press release that the partnership's goal is to create more visibility and awareness among global consumers.
"Through this campaign, we aim to showcase bibigo and Korean food to a broader audience in a fun and engaging way," he added.
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SEVENTEEN’s upbeat image and wide-reaching popularity made them a natural fit for the brand, which is already present in about 60 countries.
I see this as a smart pairing because the popular boy band represents a kind of energy and authenticity that will make bibigo feel more like a shared experience.
It’s the kind of move that doesn’t feel forced, which is crucial for celebrity collaborations to succeed.
For brand strategy agencies, this is a clear signal to prioritize cultural alignment and emotional resonance over pure follower metrics when selecting celebrity or influencer partners.
Next Stop: Everywhere
Although the campaign will kickstart in Korea, additional events are planned for Japan and the U.S. later in the year.
These include fan engagement opportunities and product sampling activations.
One key initiative includes a special bibigo booth at SEVENTEEN’s 10th anniversary event in Seoul from May 23 to 25.
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Here, 20,000 limited-edition products will be handed out, alongside exclusive photo card giveaways for fans.
The group's fifth album, "Happy Burstday" is set to be released on May 26.
The collaboration is part of a wider trend of Korean companies using K-pop’s cultural power to make their products more relatable to international audiences.
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As Korean food continues gaining traction globally, this partnership may influence how other brands approach cross-market outreach.
This resonates particularly with Gen Z, who are increasingly selective and value direct cultural connection in the products they engage with.
As they come into more buying power, many brands are targeting Gen Z in their campaigns in a bid to stay relevant and increase their reach.
Previously, Chipotle created a scavenger hunt on Roblox to connect with younger audiences during Cinco de Mayo.
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