W+K’s irresistible global spot for Korea’s Bibigo has manic K-pop energy and a song you won’t forget

It’s rare to hear a song once and have it get completely stuck in your head—but beware, because this new Bibigo spot from Wieden+Kennedy Tokyo has just that. And that’s just the beginning of its delights.

Bibigo is Korea’s largest food brand, and the ad is part of a new global campaign and rebrand encouraging the world to “Live Delicious.”

The spot, directed by Lucrecia Taormina of Prettybird U.K., features fun choreography and an irrepressible sense of style, as Bibigo aims to make the world fall in love with Korea’s food the way it’s fallen for its pop music.

“We have huge ambition for bibigo globally—we want to win the world’s tastebuds,” said Shawn Park, global brand group leader at Bibigo. “We’re on a mission to show the power that delicious Korean food has to enrich lives. Whether a milestone celebration, or a between-meetings snack, every moment is an opportunity to pause and enjoy life.”

The campaign includes a new brand design system featuring bold photography and type.

“We think there’s no better brand than Bibigo to inspire a busy and chaotic world to ‘Live Delicious,’” said Ian Toombs, chief creative officer at W+K Tokyo. “And this is only the beginning—we're thrilled about how this exciting creative platform can take the brand around the world, and all of the delicious Korean food along with it.”