CJ Foods’ bibigo brand is hosting a pop-up booth at Korea House operated by the Korean Sport & Olympic Committee (KSOC) during the Milano Cortina 2026 Winter Olympics. It is showcasing K-Food, leveraging one of the world’s largest sports events to introduce products and accelerate the Seoul-headquartered company’s ongoing expansion in the European food market.
KSOC’s Korea House has been set up at the historic Villa Necchi Campiglio in the heart of Milan and will be open through February 22. Visitors can immerse themselves in K-Culture and indulge in Korean food at the venue.
Bibigo’s booth, inspired by Seoul’s convenience stores in the K-Culture Zone, is located on the outdoor tennis court of Villa Necchi Campiglio.
Among products featured are K-style ramyun noodles, mandu (Korean-style dumplings), chicken, seaweed, tteokbokki and kimchi. This initiative also aims to explore new opportunities for retail channel listings in the local market.
“We expect this event to be a fantastic opportunity to introduce bibigo and K-Food to more global consumers,” said Stephan Czypionka, CJ Foods’ global chief marketing officer. “We will continue to promote the taste of Korean cuisine worldwide through fun and engaging marketing activities.”
CJ Foods entered the European market by acquiring German frozen food company Mainfrost in 2018. Since then, it has steadily expanded operations by establishing subsidiaries in the United Kingdom (2022), France, and Hungary (2024). Currently, bibigo products are sold in 27 countries across Europe, where CJ’s food business generated annual sales exceeding KRW 100 billion for the first time in 2024. In the first three quarters of 2025, sales grew by 25% year-on-year.
To meet the growing local demand, CJ Foods is building a new factory near Budapest, Hungary. Scheduled for completion by the end of this year, the facility will produce bibigo frozen dumplings and chicken for customers in Europe.
