Bibigo, the leading Korean frozen food brand in the USA based on dollar sales, is inviting people to just “bibigo for it” and conveniently indulge in the tasty world of Korean cuisine. A special promotion campaign now in full swing features Korean-American actor Randall Park, who brings his signature comedic flair to dish on his love for K-food.
Bibigo’s collection of single serve bowls is notably making its debut to showcase how easy it to conveniently enjoy Korean cuisine at home by both newcomers and dedicated enthusiasts.
Created by Seoul-headquartered CJ CheilJedang (CJ Foods) and distributed in North America by CJ Schwan’s, its Bloomington, Minnesota-based affiliate, bibigo is ranked as the fastest-growing Asian food brand in the United States. Kicked off with an assortment of frozen retail products including steamed dumplings mandu (potsticker-style dumplings), and sticky white rice, its popularity has soared in the past few years. Indeed, approximately one in seven American households regularly stock up on bibigo products, according to Circana statistics for the 52-week period ending May 18, 2025.
“We’re incredibly excited to launch the ‘bibigo for it’ campaign, building on the growing appetite we’ve seen across America for Korean flavors. Beyond delicious food, this campaign is all about making Americans even more curious about the vibrant world of Korean cuisine,” said Federico Arreola Carrazco, vice president of marketing at Schwan’s. “We couldn’t think of a better person than Randall Park to show just how effortlessly enjoyable K-food can be. Together, we aim to be the trusted guide for anyone looking to explore and savor the rich tastes of Korea.”
This campaign is a flavorful journey with Park as he shares his fondness for bibigo products and unveils personal anecdotes with dry humor. Whether navigating a bustling night market in Seoul, interrupting a K-pop music video shoot, enjoying a meal with grandmas, or in his living room with friends in the USA, Randall illustrates how the brand’s offerings enable him to enjoy favorite dishes at home.
“Partnering with bibigo on this campaign feels like a full circle moment for me,” said the actor. “This project, celebrating Korean food, reminds me vividly of childhood lunches, where opening my home-cooked meals in front of classmates felt like a vulnerable act. All self consciousness and fear of judgment I experienced then now stand in stark contrast to the immense pride I feel today. To be able to participate in presenting the flavors of Korean cuisine with the entire nation is a profound opportunity to honor my heritage through dishes I grew up with. I hope all those kids who once judged me can now enjoy these incredible products and see me as the young visionary that I truly was.”
Launch of bibigo’s Single Serve Bowls
The promotion campaign, which has rolled out across television and social media channels, officially debuts the new line of bibigo single serve bowls. A complete range of home-cooked-style dishes is featured, including Beef Bibimbap, Chicken Japchae Noodles, Spicy Sauced Dumplings, Chicken Bibimbap, Beef Japchae Noodles and Chicken Wonton Soup.
Meanwhile, earlier this year bibigo Sobaba Crunchy Gazed Chicken in 48-ounce packs was introduced at hundreds of Costco stores throughout the United States. Preparation time is just 10 minutes in an air fryer.
Pronounced “SOH-BA-BA,” the product is a blend of three Korean words meaning, “sauce glazed crunch.” An innovative process to pre-glaze battered white chicken meat with bold flavors rooted in Korean culinary traditions results in a coating method that serves up crunch on the outside and tender, juicy chicken on the inside.
“Bibigo’s Crunchy Glazed Chicken revolutionized the frozen chicken market in South Korea, and we feel strongly that it will do the same in the United States,” said Megan Elliott, director of marketing. “The product is very reminiscent of the food you would find in a Korean fried chicken restaurant in Seoul.”
– Reported by Qunfang Zhuang
