CJ CheilJedang to Promote K-food at Milan Winter Olympics

According to Financial News, CJ CheilJedang announced on the 8th that it will work to spread K-food in Milan, Italy, where the 2026 Winter Olympics will be held.
First, the company will open a "bibigo Zone" inside the Milan–Cortina d’Ampezzo Olympic Korea House, organized by the Korean Sport & Olympic Committee (KSOC), to showcase K-food to visitors.
Korea House, for which CJ Group is serving as title sponsor, has been set up at Villa Necchi Campiglio, a historic building in central Milan. Until the 22nd, it will function as a national promotion center, supporting the national team and promoting K-food, K-culture, and more.
In the K-culture Zone, created on the outdoor tennis court, CJ CheilJedang has set up a booth inspired by a convenience store along the Hangang River in Seoul. Visitors who follow the official bibigo Instagram account on-site will receive two varieties of Bibigo Stir-fried Noodles currently sold in Europe (K-BBQ flavor and kimchi flavor).
The company also plans to seek entry into new local distribution channels.
A CJ CheilJedang representative said, "We expect this event will allow us to introduce bibigo and K-food to many more global consumers," adding, "We will promote the taste of Korean cuisine around the world through diverse marketing activities."
Since the 2024 Summer Olympics in Paris, France, CJ CheilJedang has been taking the lead in promoting K-food by participating in Korea House.

ssuccu@fnnews.com Kim Seo-yeon Reporter