Bibigo promotes Korean products in Mexico through K-pop — Korea Herald

South Korean company CJ CheilJedang used the popularity of K-pop to promote its food brand Bibigo at the K-Expo Mexico 2026 exhibition in Mexico City. The company combined tastings of Korean products with digital activities dedicated to the K-pop group Alpha Drive One, which is the brand’s global ambassador. This was reported by Korea Herald.

Tastings and interactive zone

The exhibition was held from September 24 to 27 at the World Trade Center Mexico City. The event featured Korean content, food products, cosmetics and other consumer goods. South Korea’s Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency have held K-Expo Mexico since 2022 to help Korean companies enter foreign markets.

At the CJ CheilJedang booth, visitors could play a motion-based game introducing four Korean flavors: kimchi, sweet and salty, sweet and spicy, and spicy. Guests were also offered Bibigo sticky white rice with a spicy-sweet gochujang sauce. Other products available for tasting included ramen, Korean sauces and seaweed snacks.

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Bet on Latin America

CJ CheilJedang considers Mexico and the broader Latin American market promising because of strong local interest in Korean entertainment. The company cited a 2025 Statista survey: 67.1% of respondents in Mexico described K-pop as well-known or popular in the country, while 66% gave the same assessment to Korean dramas.

According to CJ CheilJedang, the company’s overseas food sales increased by 43% over five years, from 4.13 trillion won in 2020 to 5.92 trillion won, or $4.34 billion, in 2025. In the first half of this year, revenue amounted to 3.06 trillion won, more than 7% higher than in the same period of the previous year.

A CJ CheilJedang representative said the company would continue to introduce a broader range of Korean food products through Bibigo in Mexico and South American countries.