CJ CheilJedang tapped K-pop’s appeal to promote its Bibigo food brand in Mexico, combining artist-themed activities with tastings at the 2026 K-Expo Mexico, the company said Monday.
Held at the World Trade Center Mexico City from Sept. 24 to 27, the event showcased Korean content, food, beauty products and other consumer goods. The Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency have organized the event since 2022 to help Korean companies expand overseas.
CJ’s booth included digital activities and a themed zone featuring Alpha Drive One, the K-pop group serving as Bibigo’s global brand ambassador.
Visitors played a motion-based game introducing four Korean flavor profiles — kimchi, sweet-and-savory, spicy-sweet and spicy — and tasted Bibigo Sticky White Rice topped with Hot & Sweet Gochujang Sauce. Ramen, Korean sauces and seaweed snacks were also available to sample.
CJ sees opportunities in Mexico and the broader Latin American market, citing strong interest in Korean entertainment. In a 2025 Statista survey cited by the company, 67.1 percent of Mexican respondents described K-pop as famous or popular locally, while 66 percent said the same of Korean dramas.
The promotion comes as CJ expands its international food business. Overseas food sales rose 43 percent over five years to 5.92 trillion won ($4.34 billion) in 2025, from 4.13 trillion won in 2020. Revenue reached 3.06 trillion won in the first half of this year, up more than 7 percent from a year earlier.
“We will continue to introduce a wider range of K-food products in Mexico and South America through Bibigo,” a CJ CheilJedang official said.
yejinlim@heraldcorp.com
