CJ CheilJedang to change brand logo

[Courtesy of CJ CheilJedang]

CJ CheilJedang Corp. announced a strategic overhaul of its Bibigo brand on Friday to better cater to global consumers. The move is also part of the South Korean international food company’s effort to expedite its entry into new markets in 2024, including Western Europe and Islamic states, where Korean food has been slow to pick up despite its growing popularity elsewhere.

As part of the change, the company will have a new brand image (BI), which will be used for packaging starting in February 2024 in Korea and then rolled out to Japan, Europe, Southeast Asia, and the United States. The new BI features a rice bowl, which symbolizes the communal aspect of Korean food culture.

The change also shows the brand’s goal to broaden the global appeal of Korean food by using Hangul, the Korean alphabet, to enhance its recognition as a Korean brand.

The food company showed its commitment to expanding Bibigo’s influence not only in major markets but also in regions that Korean food has yet to reach. “Our goal is to take on a pioneering role in promoting Korean food culture to every corner of the world,” according to the company.