bibigo Showcases Authentic Korean Cuisine at Milan Winter Olympics 2026

In an impressive display of cultural exchange, bibigo, the renowned global Korean food brand by CJ Foods, is making waves at the Milano Cortina 2026 Winter Olympics. Hosting a dedicated booth at the Korea House, organized by the Korean Sport Olympic Committee (KSOC), bibigo is taking the opportunity to highlight the deliciousness of K-Food to a global audience and further its presence in the European market.

A Taste of Korea in Milan

Located at the historic Villa Necchi Campiglio, bibigo's Zone booth is inspired by the vibrant atmosphere of Seoul's convenience stores. It opened on February 5 and will continue until February 22, making it a unique destination for visitors. Guests can dive into a range of K-Culture experiences, but the true star is undeniably the wide variety of bibigo products available for sampling.

At the booth, visitors who engage with bibigo's official Instagram by following the account are rewarded with delicious samples of bibigo Ramyun, available in two exciting new flavors—K-BBQ and Kimchi—launched specifically for the European market. But that’s not all. Guests can also savor Spicy Kimchi and K-Chicken flavors, showcasing the bold and diverse tastes of Korea.

In addition to the noodle offerings, bibigo is showcasing a host of other popular products including mandu (Korean dumplings), chicken, tteokbokki, seaweed snacks, and traditional kimchi. The aim is clear: to boost brand visibility among consumers and potential retail buyers while immersing them in the flavors of Korea.

Strategic Expansion in Europe

According to Stephan Czypionka, the Global CMO of CJ Foods, this initiative is more than just a marketing effort; it's an opportunity for them to broaden the reach of bibigo and K-Food among international consumers. CJ Foods has been active in promoting K-Food since its participation in Korea House at the 2024 Paris Summer Olympics, where bibigo's offerings were met with enthusiastic response, quickly selling out hundreds of prepared meals daily.

The European market has been strategically crucial for CJ's K-Food expansion strategy. Since entering the EU food market through the acquisition of German frozen food producer Mainfrost in 2018, CJ Foods has proliferated its footprint, establishing subsidiaries across the UK, France, and Hungary. This methodical approach has allowed bibigo products to reach consumers in 27 different European nations, generating an impressive revenue exceeding KRW 100 billion for the first time in 2024. Moreover, recent reports indicate a 25% year-on-year growth in the first three quarters of 2025, signifying a robust acceptance of K-Food in the region.

As part of its commitment to cater to increasing local demands, the company is tirelessly working on a state-of-the-art factory located near Budapest, Hungary, set to complete by the year’s end. This facility aims to efficiently produce bibigo dumplings and chicken products tailored for the European market, thus ensuring that the brand can meet the rising consumer interest effectively.

Embracing the Global Trend of K-Cuisine

The bibigo brand aims not only to serve delicious food but also to enhance the quality of modern life through its culinary offerings. With a philosophy centered around enriching busy lifestyles, bibigo has become synonymous with high-quality Korean cuisine, epitomized by its slogan “Live Delicious.” Incredibly, its products are now available in over 60 nations, and the standout item, Mandu, has made its way onto dining tables across all six continents.

Conclusion

As bibigo continues to delight visitors at the 2026 Winter Olympics in Milan, the brand is firmly rooted in its mission to elevate K-Food to new heights on the global stage. By combining engaging marketing strategies with high-quality culinary experiences, CJ Foods hopes to solidify bibigo's status as a leading ambassador of Korean cuisine worldwide. The future looks bright for bibigo as it forges ahead in its quest to bring the authentic tastes of Korea to the international community.