01 · Challenge
The Gap: Brand & Market
Global K-food credentials do not automatically translate into Malaysian Halal-market trust. bibigo needed Malaysian consumers to experience the food, not just recognise the brand.
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bibigo
A high-growth experiential activation built around product trial and audience engagement.
The Client & Campaign
CJ Foods (bibigo) operates as the Malaysian arm of CJ CheilJedang, South Korea's premier food company and a core subsidiary of the global CJ Group. bibigo specialises in delivering authentic Korean flavours — anchored by global favourites such as Mandu (dumplings), Kimchi and specialty sauces, while expanding into modern convenience categories including Tteokbokki, fried chicken and premium stir-fried ramyun for the evolving Southeast Asian market.
02 · Approach
The Approach
We executed bibigo's first official brand activation in Malaysia, specifically designed to penetrate the Halal food market. By bridging global K-food trends with local preferences, we positioned the brand as a premium yet accessible choice for Malaysian consumers.
03 · Execution
What We Did
Through high-impact on-ground activations we focused on direct engagement to build trust and drive product trials. The 2024 event worked, so in 2025 we scaled the proven activation format with food tasting, engagement and feedback sharing at a substantially larger footprint.
Things Got Real
The Result
The 2025 activation didn't just multiply consumer participation — it generated 170 business discussions, turning a consumer-facing event into a trade pipeline as well.
2,363
2024 visitors
Food tasting, engagement and feedback sharing.11,137
2025 visitors
Food tasting, engagement and feedback sharing.371%
Growth
Approximately ×4.7 participation growth.170
Business discussions
Visitors engaged in business discussions in 2025.Let's Bridge The Gap Together
A high-growth experiential activation built around product trial and audience engagement.
The Client & Campaign
CJ Foods (bibigo) operates as the Malaysian arm of CJ CheilJedang, South Korea's premier food company and a core subsidiary of the global CJ Group. bibigo specialises in delivering authentic Korean flavours — anchored by global favourites such as Mandu (dumplings), Kimchi and specialty sauces, while expanding into modern convenience categories including Tteokbokki, fried chicken and premium stir-fried ramyun for the evolving Southeast Asian market.
01 · Challenge
The Gap: Brand & Market
Global K-food credentials do not automatically translate into Malaysian Halal-market trust. bibigo needed Malaysian consumers to experience the food, not just recognise the brand.
02 · Approach
The Approach
We executed bibigo's first official brand activation in Malaysia, specifically designed to penetrate the Halal food market. By bridging global K-food trends with local preferences, we positioned the brand as a premium yet accessible choice for Malaysian consumers.
03 · Execution
What We Did
Through high-impact on-ground activations we focused on direct engagement to build trust and drive product trials. The 2024 event worked, so in 2025 we scaled the proven activation format with food tasting, engagement and feedback sharing at a substantially larger footprint.
Things Got Real
The Result
The 2025 activation didn't just multiply consumer participation — it generated 170 business discussions, turning a consumer-facing event into a trade pipeline as well.
2,363
2024 visitors
Food tasting, engagement and feedback sharing.11,137
2025 visitors
Food tasting, engagement and feedback sharing.371%
Growth
Approximately ×4.7 participation growth.170
Business discussions
Visitors engaged in business discussions in 2025.