Korean food is gaining broader recognition among U.S. consumers. According to Morning Consult data cited by CJ Schwan’s, awareness of Korean food among the U.S. general population increased 41% in the second quarter of 2026 compared with the same period in 2025.

This consumer trend is directly linked to convenience services. CJ Schwan’s Bibigo is a frozen food staple in many micro markets, as operators seek to meet Gen Z and Millennial tastes for global flavors.

CJ Schwan’s said earlier this year that bibigo Chicken and Vegetable Steamed Dumplings were available in approximately 4,000 micro market locations, with the company reporting growing adoption among both national and independent operators.

CJ Schwan’s is now looking to broaden consumer awareness of the bibigo brand with its new “Korea Everywhere” campaign featuring actor Randall Park. The campaign connects Korean food with the wider popularity of Korean music, entertainment and culture in the U.S.

For convenience services operators, the larger development is the continued expansion of international flavors into familiar, convenience-oriented food formats. Dumplings, handheld snacks, frozen meals and other easy-to-prepare products may give operators additional ways to introduce global flavors without moving far from established eating occasions.

The “Korea Everywhere” campaign is rolling out across connected television and social media channels.