As K-Food Craze Hits Peak Demand, bibigo™ Takes Frozen Gimbap Coast-to-Coast with 'OG Recognizes OG' Campaign

America's #1 Korean-style food brand launches viral L.A. activations and TikTok challenge to spotlight the ultimate portable K-food snack.

HOPKINS, Minn., Sept. 22, 2026 /PRNewswire/ -- As the global "K-wave" (Hallyu) transforms American food culture, bibigo™, the #1 Korean food brand in the U.S., is positioning its microwaveable Gimbap as the "OG" K-food choice and the ultimate back-to-school and on-the-go snack. And coming in at 12g of vegetable protein per serving, it's not only budget-friendly, but nutritious.

To celebrate the traditional Korean dish sweeping social feeds nationwide, bibigo is launching the "OG Recognizes OG" Challenge on @bibigoUSA TikTok, alongside major retail promotions and high-profile creator partnerships.

What is Gimbap? Alternatively referred to as "kimbap" and often confused with sushi, Gimbap is a classic and original Korean rice roll with stir-fried carrots, soy sauce and a savory vegetable protein that is wrapped in seaweed. It's a delicious portable snack that you can easily heat in the microwave to enjoy.

Gimbap is highly customizable and can also be made with an assortment of proteins, like eggs, tuna, beef, canned luncheon meat and more. It is a popular choice for outdoor activities and events like picnics, hikes, school field trips and sporting events. It's also portable, making it ideal for school and work lunches and quick snacks.

"In Korea, Gimbap is a must-have snack, and it's a food we're excited to help Americans enjoy," says Federico Arreola, president of the Asian Cuisine division at CJ Schwan's. "The 'Find Your OG' Challenge is just one more way that we're bringing authentic Korean flavors coast to coast and inviting people to 'bibigo for it'."

In late August, bibigo, in partnership with Danny Kim, a Gen-Z creator who represents K-food with a combined following of approximately 9 million and shares a wide range of crave-worthy content featuring local chefs, invited residents of Los Angeles to try bibigo Gimbap. The activities on Melrose Street saw hundreds of people try the quintessential Korean-style snack.

bibigo also hosted an OG Zone event at Echo Park to further share bibigo Gimbap with local residents, with an energetic Gimbap Song, K-culture experiences, and free swag for folks to enjoy. The day included other "Local OGs," prominent Korean-American content creators from L.A., such as rapper Dumbfounded, also known as Jonnie Park, lifestyle influencer Emily Boe, and K-pop dance team from UCLA, Koreos.

The activations contribute to the Korean wave–also known as the K-wave or "Hallyu" that describes the global rise and popularity of South Korean entertainment and culture, like K-pop, K-dramas and K-food. Gimbap in particular is a prominent example of how "Korean-ness", or K-ness, is trending among foodies across the country.

"As someone who has been enjoying Gimbap since childhood, I was excited to work with bibigo to share its deliciousness with my city," says Danny Kim, of @dannygrubs on TikTok and YouTube. "It was especially meaningful because I was able to appear alongside my grandma. When she and I don't have time to make our own Gimbap, the bibigo Gimbap is a lifesaver."

Americans have been adding Gimbap to their pantries, translating to impressive performance across retail. Dollar sales have increased 59 percent, and store distribution has soared 146 percent, collectively based on 8P year-to-date.

Want to try bibigo Gimbap? Find it in the freezer section at retailers across the country, like Kroger, Albertsons, Food Lion, SUPERVALU, Meijer, AWG, Giant Eagle, The Save Mart Companies, Hy-vee and Southeastern Grocers.

For more information about bibigo Gimbap, please see the webpage.

About bibigo™ Brand
Founded in 2010, bibigo Korean-style foods are part of a global brand created by CJ CheilJedang ("CJ"), Korea's No. 1 lifestyle company. With over 70 years of experience, CJ has proudly been delivering flavor to dinner tables since 1953. Our bibigo products take 5,000 years of delicious cuisine and update it for today's modern, non-stop lifestyles. That's why the name combines the Korean word "bibim," from a long cultural tradition of "mixed" flavors, with the English word "go." The brand lineup includes a full assortment of snacks and appetizers, including Mandu, the brand's signature item. Inspired by authentic recipes, bibigo foods make the exciting tastes of Korean cuisine easily accessible with offerings that can be found at most major grocery chains. bibigo Korean-style foods are manufactured in and distributed throughout the U.S. by CJ Schwan's, a U.S.-based CJ affiliate. For more information, please visit www.bibigousa.com.

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SOURCE CJ Schwan’s