As the global “K-wave” (Hallyu) adds vibrant flavor to American food culture, bibigo, the leading Korean food brand in the United States, is positioning its frozen Gimbap as the “OG” K-food choice and the ultimate back-to-school and on-the-go snack. Offering 12 grams of vegetable protein per serving, it is not only budget-friendly, but nutritious.
In celebration of the traditional Korean dish sweeping social feeds nationwide, bibigo is launching the “OG Recognizes OG” Challenge on @bibigoUSA TikTok, alongside major retail promotions and high-profile creator partnerships. Bibigo Gimbap is available in the freezer sections of retail stores across the USA, including Kroger, Albertsons, Food Lion, SUPERVALU, Meijer, AWG, Giant Eagle, The Save Mart Companies, Hy-vee and Southeastern Grocers.
What exactly is Gimbap? Alternatively referred to as “kimbap” and often confused with sushi, it is a classic and original Korean rice roll with stir-fried carrots, soy sauce and a savory vegetable protein that is wrapped in seaweed. The portable treat can be easily heated up in a microwave oven.
The dish is highly customizable and can also be made with an assortment of proteins, like eggs, tuna, beef, canned luncheon meat and more. It is a popular choice for outdoor activities and events like picnics, hikes, school field trips and sporting events. It’s also portable, making it ideal for school and work lunches and quick snacks.
“In Korea, Gimbap is a must-have snack, and it’s a food we’re excited to help Americans enjoy,” said Federico Arreola, president of the Asian Cuisine division at Marshall, Minnesota-headquartered CJ Schwan’s. “The ‘Find Your OG’ Challenge is just one more way that we’re bringing authentic Korean flavors coast to coast.”
In late August, bibigo, in partnership with Danny Kim (pictured above at left), a Gen-Z creator who promotes K-food among a combined following of approximately 9 million viewers and shares a wide range of content featuring local chefs, invited Los Angeles residents to sample bibigo Gimbap. The activities on Melrose Street saw hundreds of people try the product.
An OG Zone event at Echo Park further shared bibigo Gimbap with Angelenos, with an energetic Gimbap song, K-culture experiences, and free swag. The day included other “Local OGs,” prominent Korean-American content creators from L.A., such as rapper Dumbfounded, also known as Jonnie Park, lifestyle influencer Emily Boe, and Koreos, the K-pop dance team from UCLA.
“As someone who has been enjoying Gimbap since childhood, I was excited to work with bibigo to share its deliciousness with my city,” said Kim. “It was especially meaningful because I was able to appear alongside my grandma. When she and I don’t have time to make our own Gimbap, the bibigo Gimbap is a lifesaver.”
Americans have been adding Gimbap to their pantries, translating to impressive performance across retail. Dollar sales have increased 59 percent, and store distribution has soared 146 percent, collectively based on eight periods year-to-date.
