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The Bibigo Dining Chain Will Make Its US Debut in Westwood on September 6, 2010

There’s a massive wave hitting Los Angeles, but it wasn’t created in the back lots of Hollywood as part of the next disaster film, it’s Hallyu, the Korean culture wave. It refers to the increase in Korean trends that have been sweeping across other countries for over a decade. It all began with Korean dramas, and quickly segued to music, pop culture and cuisine. From a Korean take on frozen yogurt, to Korean style fried chicken and even Korean tacos, the U.S. is starting to crave everything Korean. Bibigo plans to continue this source of national pride by making one of the most traditional Korean dishes, bibimbap, accessible in a way it has never been before.

“Bibigo’s new style of traditional fare allows the guest to be co-chef,†says Song San Kim, Chief Operating Officer, CJ Foodville. “By selecting key ingredients in the creation of their meal, it makes the experience of eating more meaningful.â€

One of the most familiar ingredients in many Korean home meals, and one you can choose at Bibigo, is Gochujang (“Kohot†), which is a red pepper paste. In order to better appeal to the American market, CJ Group has specifically modified its traditional paste recipe in the U.S. based on market research results. It is their goal to make Kohot a common product in your kitchen that you could find next to the mustard and ketchup. Though Kohot will be a popular choice for Bibigo customers, it’s not the only choice. After all, Bibigo’s approach to the dining experience is customization. After guests choose a main entrée, which is based on a specific mix of vegetables, they will get to pick and choose from a variety of rice grains (white, pearl black, sprouted brown and barley & white ), toppings (beef, chicken and tofu) and sauces (Ssam sauce, Green Sesame, Citron soy and sweet Gochujang (“Kohot†).

Bibigo’s mission is to globalize Hansik, traditional Korean cuisine, which is not only unique in its flavor but is also a fresh and healthy meal that balances carbohydrates with vegetables. With a heightened awareness of healthy eating in the U.S., led by the First Lady, and an increasing desire for all things Korean, this new brand is set to fit perfectly into American sensibilities. This new, healthy and trendy Hansik culture has been blended with the principles of the low-insulin South Beach Diet to create a menu using a balanced mix of carbohydrates and vegetables that will appeal to consumers around the globe.

About bibigo
bibigo was derived from the word for “to mix†in Korean (“bibi†), fused with the idea of taking food to-go. The global brand, launched by CJ Group’s food affiliate CJ Foodville, was created to introduce Korean food, such as bibimbap, with a consistent quality and flavor, making it more familiar and enjoyable. bibigo serves fresh and health Korean cuisines to patrons all over the world as part of CJ’s Korean food globalization project.

About CJ
CJ is Korea’s largest food manufacturer, but its business goes beyond food products and services to include biotechnology products and pharmaceuticals that put world-class, state-of-the-art technology to work to improve the quality of life. We also believe that part of our mission is to help make life more fun to live and more convenient, too. That’s why CJ is bringing its experience and expertise to the fields of entertainment and media, home shopping, and logistics. CJ – one of the better parts of everyday life.

To find Bibigo online see twitter.com/bibigoLA and facebook.com/bibigorestaurant

in Dining
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