bibigo x squidgame
bibigo reminds squid game fans to play hard, live delicious
Squid Game became a global sensation, with its themes of survival, intense competition, and the high stakes of life resonating deeply with audiences. Fans loved the adrenaline of the series but lacked a tangible way to engage with its spirit in their daily lives. Additionally, Korean food’s cultural significance in the show—like the dalgona challenge and tteokbokki—highlighted a growing global appetite for authentic Korean flavors. However, there was no clear bridge between the Squid Game fandom and Korean culinary experiences.
bibigo, a leading brand of Korean food, launched a campaign inviting Squid Game fans to “Play Hard, Live Delicious.” The campaign encouraged fans to bring the spirit of the game into their daily routines, not through life-or-death stakes, but through bold challenges, social engagement, and rewarding themselves with delicious Korean food.
Massive Fan Engagement: Fans globally engaged with the campaign, turning everyday meals into playful experiences.
Sales Boost: A significant increase in Bibigo product sales, especially among new consumers looking to experience authentic Korean food.
Cultural Connection Strengthened: The campaign deepened the connection between Squid Game, Korean culture, and bibigo, reinforcing its role as the go-to brand for fans wanting to "live delicious."
