{"id":142199,"date":"2026-09-03T20:11:08","date_gmt":"2026-09-03T20:11:08","guid":{"rendered":"https:\/\/www.europesays.com\/korea\/142199\/"},"modified":"2026-09-03T20:11:08","modified_gmt":"2026-09-03T20:11:08","slug":"new-bibigo-campaign-turns-randall-park-into-a-k-pop-singer","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/korea\/142199\/","title":{"rendered":"New bibigo\u2122 campaign turns Randall Park into a K-pop singer"},"content":{"rendered":"<p class=\"wp-block-paragraph\">bibigo\u2122, the #1 Korean-style food brand in the U.S., is inviting people to make Korean-style food their new go-to in the kitchen. The new campaign brings back Korean-American actor Randall Park in four distinct personas that represent the different ways that Korean culture has been showing up in mainstream pop culture around the world, leading industries in K-beauty to K-pop. Yet, Korean food isn\u2019t as widely adopted. That\u2019s why bibigo is here to change that.<\/p>\n<p class=\"wp-block-paragraph\">Known for his comedic chops, Randall takes us through a few scenes, showing up as himself, a beauty influencer, an animated superhero, and a member of a K-pop boy band. From street food stalls to the stage and finishing in the kitchen \u2013 bibigo shares its wide selection of products ranging from frozen to shelf-stable, single serve bowls, snacks, appetizers and sauces. The spot doesn\u2019t just showcase the success of K-culture around the world, but also leverages the hype to spotlight Korean-style food.<\/p>\n<p class=\"wp-block-paragraph\">\u201cOur first masterbrand campaign,\u00a0<a href=\"https:\/\/tracking.us.nylas.com\/l\/6f23e6dd4ed04d609a9894217ddf5842\/2\/31c4ab3faad3ad2d1f0ea53874f004bbdf57162ce493a9ae3dbbcd09de6a02c5?cache_buster=1788448266\" rel=\"noopener nofollow\" target=\"_blank\">K-food 101<\/a>, invited Americans to \u2018bibigo\u2122 for it\u2019 and focused on encouraging Americans to try the many different and delicious types of Korean-style food. That\u2019s still a priority, but the new work leans into the overall impact that Korean culture and K-lifestyle have had in the U.S. and around the world,\u201d says Federico Arreola, president of Asian Cuisine division at CJ Schwan\u2019s. \u201cIt was an easy decision to welcome Randall Park back on set. As an iconic Korean in Hollywood, we knew he could connect with audiences and encourage them to try authentic Korean flavors.\u201d<\/p>\n<p class=\"wp-block-paragraph\">86% of Americans are \u2018meal repeaters,\u2019 who regularly eat the same meals at home, yet 70% of consumers prefer to get Asian food from restaurants. \u201cWe asked ourselves how we could bring authentic Korean flavors into the cooking rotation.\u201d says Jonathan Lavoie, Creative Director at Rethink. \u201cTenets of Korean culture are everywhere, from music and fashion to film and television. bibigo is an undeniably Korean brand that is bringing authentic Korean flavors to households across North America, and hopefully, Korea\u2019s favorite will be everyone\u2019s new go-to.\u201d<\/p>\n<p class=\"wp-block-paragraph\">The \u201cK-wave\u201d (or \u201challyu\u201d in Korean) speaks to the global popularity and cultural export of South Korea\u2019s entertainment, music, and lifestyle, featuring K-pop, K-dramas and K-beauty. From the Grammys to the Emmys to the Academy Awards, Koreans and Korean-Americans, like Randall Park, are finding success in their various endeavours.\u00a0<\/p>\n<p class=\"wp-block-paragraph\">\u201cIt\u2019s amazing to see how much the world has welcomed Korean culture, from music to K-beauty to the Oscars,\u201d says actor Park. \u201cKorean food is my absolute favorite, and I\u2019m excited for more people to discover what makes K-food truly one of a kind.\u201d<\/p>\n<p class=\"wp-block-paragraph\">bibigo\u2019s partnership with Randall Park is part of the brand\u2019s ongoing mission to champion Korean cuisine to an international audience. This effort builds upon the recent appointment of popular K-pop group ALPHA DRIVE ONE (AKA ALD1) as their new global brand ambassadors, in line with the brand\u2019s established history of partnering with influential Korean figures worldwide.<\/p>\n<p class=\"wp-block-paragraph\">Rethink led on strategy and creative, with Mediahub on media. The \u201cKorea Everywhere\u201d campaign, anchored with a 30s spot and two 15s cutdowns, is currently rolling out across television and social media channels.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" data-id=\"115523\" src=\"https:\/\/www.europesays.com\/korea\/wp-content\/uploads\/2026\/09\/unnamed-3-1024x576.jpg\" alt=\"\" class=\"wp-image-115523\"  \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" data-id=\"115524\" src=\"https:\/\/www.europesays.com\/korea\/wp-content\/uploads\/2026\/09\/unnamed-1-1-1024x576.jpg\" alt=\"\" class=\"wp-image-115524\"  \/><\/p>\n<p>Credits<br \/>Date of First Appearance: August 31st, 2026<br \/>Title: \u201cbibigoTM for it\u201d Campaign<br \/>Client: bibigoTM<br \/>Global CCO: Aaron Starkman<br \/>CSO: Sean McDonald<br \/>Executive Creative Director: Xavier Blais<br \/>Creative Director: Jonathan Lavoie<br \/>Associate Creative Directors: Nicolas Labb\u00e9, Jean-Nicolas Duval<br \/>Copywriter: Nicolas Dubois<br \/>Art Director: Claudia Barbiero<br \/>Head of Strategy: Pascal Routhier<br \/>Strategy Director: Cl\u00e9ment Martin<br \/>Managing Director: M\u00e9lanie Ch\u00e2teauneuf<br \/>Group Account Director: Victor Brunton<br \/>Account Director: Ranwa Sinno<br \/>Account Managers: Samantha Isings, Queenie See, Simon Abdel-Ahad<br \/>Head of Public Relations: Meredith Burns<br \/>Public Relations Director: Chenda McKissick<br \/>Executive Producer | Production (MTL): Chantal Wakil<br \/>Director, Integrated Print: Claire Khan<br \/>Senior Integrated Producers: April Haffenden, Marina Jalandoni<br \/>Studio Artists: Frederick Bailleul, Shaheed Khan, Todd Bennett<br \/>Senior Motion Designer: Ignacio Florez Zelaya<br \/>Client: CJ Schwan\u2019s<br \/>Brand: bibigoTM<br \/>Client Email: <a href=\"https:\/\/roastbrief.us\/new-bibigo-campaign-turns-randall-park-into-a-k-pop-singer\/mailto:susan.mainquist@schwans.com\" rel=\"nofollow noopener\" target=\"_blank\">susan.mainquist@schwans.com<\/a><br \/>President \u2013 Asian Cuisine Business Unit: Federico Arreola Carrazco<br \/>Sr. Director Integrated Marketing: Susan Mainquist<br \/>Vice President Marketing Asian Brands: Rebecca Thompson<br \/>Marketing Director: Megan Elliott<br \/>Marketing Director: Brian Thompson<br \/>Sr. Integrated Marketing Manager: Christa Bundt<br \/>Marketing Manager: Grace Harker<br \/>Integrated Marketing Manager: Sophie Kohl<br \/>Associate Marketing Manager: Vanessa Johnson<br \/>Senior Digital &amp; Social Media Specialist: Eric Boelter<br \/>Production Company: Cin\u00e9lande<br \/>Director: Jean-Fran\u00e7ois Asselin<br \/>Executive Producer: Genevi\u00e8ve Sylvestre<br \/>Production Manager: C\u00e9line Courtois<br \/>DOP: Andr\u00e9 Turpin<br \/>Production Service Company: TAPROD, Thailand<br \/>CEO: Serge Thimbre<br \/>Executive Producer: Louis Ditapichai<br \/>Production Service Company (SEOUL): Pascal Siegel<br \/>Line Producer: Min-Ho Ha<br \/>Production Manager: Soyoung Jang<br \/>Post production: Post 430<br \/>Editor: Simon Sauv\u00e9<br \/>Colorist (Mels): J\u00e9r\u00f4me Cloutier<br \/>Online: \u00c9tienne Beaupr\u00e9\/Jennyfer Potvin<br \/>Producer: Eric Bolduc<br \/>Animation studio: Studio Mir<br \/>Music Company: BUTTER Music and Sound<br \/>EP: Ren\u00e9e Mass\u00e9<br \/>CCO: Andrew Sherman<br \/>ECD: Dan Zank<br \/>CD: David Sen\u00e9cal<br \/>Mediahub<br \/>SVP, Group Media Director: Hans Burbidge<br \/>VP, Media Director: Hanna Bartholic<br \/>Media Director: Jessica Andersen, Emily Vignone<br \/>Associate Media Director: Nicole Hennen<br \/>VP, Strategy: Kristen Farnam<br \/>SVP, Campaign Insights: Charlie LeCrone<br \/>Director, Programmatic: Anne Lusty<br \/>Director, Paid Search: Hunter Slack<br \/>Associate Director, Paid Social: Ashley Wood<\/p>\n","protected":false},"excerpt":{"rendered":"bibigo\u2122, the #1 Korean-style food brand in the U.S., is inviting people to make Korean-style food their new&hellip;\n","protected":false},"author":2,"featured_media":142200,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[3274,16371,3275,3276,199,59646,72458],"class_list":["post-142199","post","type-post","status-publish","format-standard","has-post-thumbnail","category-korea","tag-agency","tag-bibigo","tag-brands","tag-campaign","tag-k-culture","tag-k-pop-singer","tag-randall-park"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/posts\/142199","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/comments?post=142199"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/posts\/142199\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/media\/142200"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/media?parent=142199"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/categories?post=142199"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/tags?post=142199"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}