Extended CJ Cup Vegas Vacation Contributed to K-Culture Proliferation


A Korean conglomerate is hosting the CJ Cup this weekend on the heels of a huge moment for the country’s golf weight. Last Sunday, for the first time, Korean players won simultaneously on the best golf circuits in the world. Sunjae Im topped the standings at the Kids’ Open Shriners while Jin Young Ko went from strand to strand in the Cognizant Founders Cup shooting 63, 68, 69 and 66 to tie the record for 14 consecutive rounds of Under-70s. years of Annika Sorenstam.

The first three editions of the CJ Cup were held at the Nine Bridges Golf Club on the island of JeJu in South Korea before jumping to the Pacific and relocating to Nevada last year due to travel restrictions linked to a pandemic. While the Seoul-headquartered holding company originally planned for the move of their golf tournament to the Las Vegas area as one, resistance from Covid-19 has thwarted their best plans.

As Korean golf fans watch the ranking action at the Summit Club and wait for their country’s only PGA Tour stop to return home, the title sponsor is using the event as a strategic vehicle to promote global expansion of its long-life food brand Bibigo. The line of mandu dumplings, ready meals, go-chu jang sauces and Korean barbecue marinades are now distributed across the country at stores like Costco, Harris Teeter, Kroger

, and Walmart

. Twenty-one percent of Bibigo’s international sales in 2020 came from the United States last year and the company’s plans, that number, will continue to strengthen.

“We have dramatically improved the distribution of our products through grocery channels, which has grown by over 60% and Bibigo’s dumpling products reached the top market share in their product category in June of this year.” , Wookho Kyeong, Marketing Director of CJ CheilJedang. , said.

“Our vision is to make Bibigo a global brand and for every consumer in the world to have our products in their pantry or freezer. We want to be part of their daily life. To do this, we need global marketing tools to expose our brand to increase awareness of global consumers and the CJ Cup in this regard contributes a lot and is televised all over the world, ”he adds.

The company’s experience with the CJ Cup has whetted their appetite for bigger sports marketing deals. Last month, in a big marketing flex, Bibigo signed a $ 100 million patch deal with the Los Angeles Lakers.

“Our thought was that we connect better with Generation Z, who are more digitally savvy media consumers. TO [reach this audience] basketball is the right tool and the Lakers are the perfect game, ”said Kyeong

The brand had a recent hiccup in its U.S. expansion plans in 2019 when it opened a few locations of a bibimbap bowl construction chain called Bibigo Kitchen in 2019 that would shut down completely in less than a year. In retrospect, Kyeong admits that the build may have been poorly timed, but he thinks the quick and easy concept can still have some merit.

“My personal point of view is that we opened the Bibigo restaurants too early when there was not a solid base of awareness and distribution of Bibigo products. Maybe we’ll bring it back when we think our packaged foods in supermarkets and club chains are able to synergize with the restaurant industry. When the time is right, we can consider it, ”Kyeong said.

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