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Korean Restaurant _ Bibigo (beginning at the right) Bibigo’s Beijing chain “Dongfang Xintiandi”, “UCLA” chain in Westwood of USA, “Raffes City” chain in Singapore the New Concept for a Healthy Fast Food Chain Restaurants Opened in China, the U.S., and Singapore Low-Calorie, Nutritionally Balanced Menu Attracting People around the World with the Charms of Korean Bibimbap The most popular menu of LA chain, “Dol-sot-bibimbap” Bibigo rice with a salad for foreigners that are unfamiliar to bibimbap BiBigo, a Korean restaurant of CJ FoodVille, is enjoying huge popularity overseas as it is regarded as a new concept “healthy fast food” chain. BiBigo, launched in May 2010, is a Korean food chain that keeps the most important characteristics - fresh and healthy - of traditional Korean bibimbap (rice mixed with vegetables and beef) and tries to spread the excellence of the traditional dish around the world. In this healthy fast food kitchen, diners can choose the main ingredients to be added to bibimbap according to their personal taste preferences. The name, BiBigo, comes from the Korean words, “bibimbap” and “bibida (to mix),” and adds the meaning of “take-out” (or “to go”) to the end of the name with “-go.” This way the name feels more familiar and is easy for foreigners to pronounce. What Kind of Rice, Sauce, and Toppings Do You Want? BiBigo offers three main types of bibimbap: plain bibimbap, dolsot - bibimbap (in a hot stone pot), and BiBigo rice (a kind of salad bibimbap). Diners can order the bibimbap of their choice and choose what to add to their choice. There are several kinds of rice, sauce, and toppings diners can choose from: four kinds of rice such as white or black rice, unpolished brown rice, or glutinous barley rice; four types of sauces such as sweetish gochujang (red pepper paste), lemon-soy sauce, ssamjang (soybean paste mixed with red pepper paste), and sesame seed sauce; and six kinds of toppings like sut-bulgogi (charcoalbroiled Korean barbecue), chicken breast, tofu, shrimps, chicken teriyaki, and jeyuk-bulgogi (spicy broiled pork). Each restaurant is designed as a “quick-service restaurant” with a two-story space to facilitate the 36 Korea AgraFood Issue192 Sep. 2011 37
Korean Restaurant _ Bibigo speed of the service. It takes less than one minute from ordering a meal to paying the bill. On the first China; Los Angeles, U.S.A.; and Singapore. With the help of recent “Hallyu” (Korean Wave, the popularity floor, they sell “tapas type” Korean dishes that can be eaten in a mouthful and soft drinks such as sodas and vitamin water. All types of bibimbap and some tapas dishes are packed in luxurious containers made of of Korean culture products like movies, dramas, and pop music) that has boosted interest in Korean food, BiBigo is also getting a lot of attention. BiBigo Beijing was the first franchise opened bamboo and can be ordered to go. The second floor is the “Casual Dining abroad. Since the founding in August of last year, it has been successful in letting Chinese consumers rec- Restaurant.” It offers a variety of Korean dishes in- ognize that bibimbap is a convenient, healthy dish. As The 1st Bibigo “Gwanghwamun” chain (right) The 1st world chain of Bibigo, “Beijing” chain. Many Chinese enjoy eating Korean bibimbap as simple and healthy nutritional food (down) cluding bibimbap accompanied with side dishes, salads such as green ginseng and orange salad, marbled and charcoal-grilled beef, makgeolli (an unrefined rice drink), and others. Popular as a Nourishing Food Overseas, there are chains of BiBigo in Beijing, much as 30 percent of its total sales are to go. China Youth Daily, an influential Chinese newspaper, published a story about BiBigo with the title, “Overloaded Stomach Can Take a Rest at BiBigo.” There is a growing number of bibimbap fans in Los Angeles. The Huffington Post, a popular American internet news website, picked BiBigo dishes as the best healthy fast-foods in LA. KCAL9 News on CBS, a broadcasting station in LA, featured BiBigo as a “noteworthy restaurant.” Recently, PBS, an American national broadcasting company, produced and aired a documentary “Kimchi Chronicles” in which BiBigo was introduced as a representative Korean bibimbap brand. In Singapore, BiBigo was able to make its way into Robinson Department Store and Raffles City Mall. Both are in the heart of the area where a lot of brand restaurants are concentrated. Here, the restaurants are promoting the dish as “healthy and trendy.” Due to the popularity in Singapore of the Korean drama “Daejangguem”, local customers like samgyetang (ginseng chicken soup), so BiBigo added the beloved soup to its Singaporean menu. Dreaming of Becoming the Next MacDonald’s If you go Bibigo, you can freely choice toppings such as rice and sauce, etc. And you enjoy eating “only your bibimbap” BiBigo plans to open more restaurants in Beijing and Los Angeles. With unceasing efforts to localize its menus, the enterprise will start to expand its stores through joint ventures with local restaurants and master franchise arrangements. In the future, BiBigo may become the next “Golden Arch” under the concept of “Healthy Fast Food.” Inquiries CJ Food Ville Tel +82-2-6244-7400 Fax +82-2-6244-0599 Website www.ibibigo.co.kr 38 Korea AgraFood Issue192 Sep. 2011 39
Page 1 and 2: The Monthly Magazine of Korean Agri
Page 3 and 4: Exporting News Smooth Progress Towa
Page 5 and 6: Theme _ Organic Farming local organ
Page 7 and 8: Certified Food _ Jangheung Acid-Fre
Page 9 and 10: Fresh Food _ Chrysanthemums Korean
Page 11 and 12: Fresh Food _ Shiitake Mushrooms pre
Page 13 and 14: Delicious Food _ Bosung Trading Co.
Page 15 and 16: Delicious Food _ Dinejeju Co., Ltd.
Page 17: Festival _ 2011 World Ginseng Expo
Page 21 and 22: Interesting Story of Hansik The Bit
Page 23 and 24: Special _ Chuseok Historically, eac
Page 25 and 26: Fairs G.East Co.,Ltd GYODONG FOOD C
Page 27: Puzzle Let’s Do The Cross Word Pu

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