Bibigo recognizes that Korean cuisine is now widely recognized, so promoting it as a novel concept is unnecessary. Consumers are seeking authentic Korean flavors. Lee Ji-hye explains that bibigo will maintain its differentiated characteristics of taste quality and Koreanness identity, and moving forward, it will pursue a more proactive approach to seamlessly integrate into people’s everyday lives.
“Food is central to our lives. A successful brand should be accessible,” says Lee. Bibigo’s previous slogan, “Share Korean flavor,” focused on table culture, but its new tagline, “Live Delicious,” reflects a broader vision that extends beyond mealtime moments to daily routines.
Bibigo integrates into daily life through innovative strategies like partnering with the Los Angeles Lakers, participating in K-pop concerts, and launching pop-up stores in strategic locations in major cities like Tokyo and London. In August, bibigo participated in the
“Korea House” at the Paris Olympics, captivating visitors with its market concept and diverse menu offerings. These initiatives reflect bibigo’s belief that street food is the next global frontier for Korean cuisine after the success of its mandu. Recognizing that foreigners may not eat Korean food at every meal, the company aims to position it as a light meal or a quick snack, subtly integrating Korean flavors into people’s daily routines.
Lee Ji-hye notes that bibigo has evolved “from the extraordinary to the everyday,” shifting from a brand for special occasions to one that’s easily accessible anytime. This reflects the changing global perception of Korean food, which has become a staple in many people’s daily cooking routines rather than just an occasional restaurant treat.
Bibigo’s future plans are compelling. Lee aims for Korean food to become a natural part of the global culinary landscape. “Just as other countries have established their cuisines worldwide, I want Korea to achieve the same status. We need to strengthen bibigo’s influence so that when people think of Korea, they’ll think of the brand, contributing to the globalization of Korean food.”