bibigo™ Brand Brings the Taste of the K-Wave to 2026 K-EXPO Mexico

As Hallyu builds momentum in Mexico, the bibigo™ brand showcases its iconic Korean flavor, portfolio breadth and a preview of select products from its broader global portfolio

HOPKINS, Minn., Sept. 22, 2026 /PRNewswire/ -- As Hallyu — or the Korean Wave — continues to shape how people around the world experience Korean culture, the bibigo™ brand is helping bring that momentum to the table. At 2026 K-EXPO Mexico, the food brand will give consumers a chance to taste its iconic Korean flavor, preview select products from its broader global portfolio and experience the breadth of a portfolio designed to make Korean food easy to enjoy in everyday life.

Taking place Sept. 24-27 at WTC CIEC in Mexico City, K-EXPO brings together K-content, K-beauty, K-food, K-pop and other expressions of Korean culture through consumer experiences, business programming and performances.

At the bibigo brand's food booth, visitors will be able to sample bibigo Sticky White Rice drizzled with bibigo Hot & Sweet Gochujang Sauce. There will also be giveaways featuring select products from the brand's broader global portfolio, including ramyun, K-sauces, seaweed snacks, crisps and chips.

The moment comes as interest in Korean culture continues to build in Mexico. In a late-2025 Statista survey of 960 Mexican consumers ages 15–59 who had experienced Korean cultural content, 67.1% said K-pop was widely known or popular in Mexico, while 66% said the same of K-dramas.¹

Those findings are one indicator of Hallyu's growing presence in the market. Around the world, the Korean Wave has expanded beyond music and entertainment into food, beauty and lifestyle. For the bibigo brand, that creates a natural opportunity to help consumers turn cultural curiosity into something they can taste, share and make part of everyday life.

"Mexico is an exciting market because there is already real energy around Korean culture, and food is one of the most personal ways to experience it," said Gregory Yep, global CEO of CJ Foods. "Our bibigo brand gives consumers so many ways to discover K-food, from mandu and ramyun to sauces, rice, seaweed, kimchi and more. Whether someone is building a full Korean meal or simply adding a new flavor to something they already love, we want to make Korean food easy, approachable and exciting."

That breadth is one of the bibigo brand's biggest strengths. The global portfolio spans signature mandu, viral steamed dumplings, kimchi, K-style chicken, rice, noodles, ramyun, K-sauces, seaweed and Korean street-food favorites — giving consumers multiple entry points into K-food.

Someone might start with a seaweed snack or bold K-sauce, move into ramyun or mandu and eventually build a full Korean meal with bibigo Korean-style foods, Just as importantly, the portfolio gives consumers easy ways to bring K-flavor into foods they already know and love.

That same idea is at the heart of the bibigo brand's recently launched "Korea Everywhere" campaign in the United States. Featuring Korean-American actor Randall Park, the campaign celebrates the many ways Korean culture is showing up in everyday life — from K-pop and K-beauty to K-dramas, film and entertainment — while positioning the brand as a delicious and convenient go-to for Korean flavor.

"As interest in K-food grows, we want bibigo to be the brand consumers turn to when they're ready to explore Korean flavor," said Federico Arreola, president of Asian Cuisine at CJ Schwan's. "What makes our bibigo portfolio exciting is the variety. You can start with a snack or a sauce, discover mandu or ramyun, and keep exploring from there. There are so many ways into Korean food and so many ways to make it your own."

K-EXPO Mexico gives the bibigo brand an opportunity to meet consumers at a moment when interest in Korean culture is already strong — and to show that experiencing the K-wave can be as simple as trying a new flavor, discovering a new favorite or bringing a little more K-food to the table.

About bibigo™

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 North America by CJ Schwan's, a U.S.-based CJ Foods affiliate. For more information, please visit bibigousa.com.

About CJ Schwan's

Based in Minnesota, CJ Schwan's is a leading U.S.-based manufacturer and marketer of quality foods offered through retail-grocery and food-service channels in the U.S., Mexico and Canada. Its many popular brands include Red Baron®, Tony's®, Big Daddy's™, Villa Prima® and Freschetta® pizza, Mrs. Smith's® and Edwards® desserts and bibigo™ and Pagoda® Asian-style foods. The company is an affiliate of global lifestyle company CJ Foods.

¹Source: Statista, citing KSTAT Research and the Korean Foundation for International Cultural Exchange. Mexico survey fielded Nov. 13-Dec. 12, 2025; n=960; ages 15-59; respondents had experienced South Korean cultural content. Data sourced by CJ Schwan's Consumer Insights team.

SOURCE CJ Schwan’s