Seventeen, in partnership with Bibigo, grabs attention during KCON LA performances
Bibigo and Seventeen Collaborate to Deliver an Immersive K-Food Experience at KCON LA 2025
In a bid to reinforce its drive to make Korean food a global staple, Korean food giant CJ CheilJedang debuted a limited-edition "Seventeen x Bibigo" product line at the Bibigo booth at KCON LA 2025. The collaboration aimed to deliver an immersive K-food experience tailored to global fans.
KCON LA 2025, the world's largest K-pop festival, gathered fans from across the globe at the Crypto.com Arena and the Los Angeles Convention Center from Friday through Sunday. The Bibigo booth, the largest in the company's history, triple the size of previous years, was a significant attraction.
Decorated with photos of Seventeen members and the band's signature green, the booth offered attendees the chance to try new items like Beef Bibimbap and participate in TikTok challenges inspired by Seventeen. Mini dumplings and bibimbap were among the dishes served.
Seventeen served as global brand ambassadors for Bibigo at KCON LA 2025. The success of Bibigo dumplings has contributed to the global expansion of Korean food and culture, according to CJ CheilJedang. In the US, the Bibigo brand claimed a 41 percent share of the business-to-consumer frozen dumpling market last year.
CJ CheilJedang has leveraged K-pop group Seventeen as its first brand ambassador since May 2025 to enhance Bibigo's global presence. The collaboration includes launching special edition Bibigo Korean food products featuring Seventeen's images on packaging, such as Mandu, seaweed snacks, gimbap, noodles, and K-Street food items.
Interactive digital campaigns such as the "Take a Photo with SEVENTEEN" TikTok Challenge further amplified awareness and engagement worldwide. These efforts align with Bibigo’s strategy of expanding into multiple international markets (U.S., Thailand, Philippines, Indonesia, Singapore, Japan) by November 2025 in collaboration with Seventeen.
Stephan Czypionka, global chief marketing officer at CJ CheilJedang, stated that K-food has evolved from a novelty to a part of daily life. The partnership effectively integrates Seventeen’s global fanbase and influence to boost Bibigo’s visibility, appeal, and adoption of Korean cuisine internationally, embedding K-food into everyday culture and elevating its mainstream global status.
Bibigo plans to roll out more Seventeen collaborations across the US and Asia throughout the year. The debut of the "Seventeen x Bibigo" product line at KCON LA 2025 marked a significant step in this direction, fusing K-food and K-pop culture for global consumers.
Seventeen's collaboration with Bibigo at KCON LA 2025 extended beyond brand ambassadorship, as they also participated in interactive social-media challenges such as the "Take a Photo with SEVENTEEN" TikTok Challenge, aiming to further engage global fans and reinforce the integration of K-food into daily lifestyle.
The immersive K-food experience offered at the Bibigo booth, featuring fan-favorite dishes like Beef Bibimbap and Seventeen-inspired TikTok challenges, served as a platform for entertainment and food-and-drink exploration for attendees, aligning with Bibigo's mission to make Korean food a global staple and expand into multiple international markets.
