bibigo Takes Inspiration From Influencers with New Dashboard Kitchen

Korean food brand Bibigo, has just launched Dashboard Kitchen - a fully functional in-car kitchen that lets TikTokers and influencers cook and enjoy meals directly from their car.

A trend has taken over TikTok and social media, with creators turning their cars into studios to taste and review food on the go. However, Bibigo noticed a problem: their fans cannot easily participate because their dumplings need to be cooked. To bridge this gap, Bibigo created the Dashboard Kitchen - a portable kitchenette that enables fans to cook and enjoy their dumplings right from the front seat, allowing the brand to show up in this space.

With 53% of TikTok's millennial users in the US having visited and/or ordered food from a restaurant after seeing it on TikTok, bibigo is going even further to ensure that their dumplings continue to be seen and craved on social media. Directly addressing the barrier that inhibits their dumplings from being featured in the trendiest food content, bibigo decided that if their fans can’t bring their dumplings to their favourite spot, they’d create something that would bring the whole kitchen there instead. 

To launch the Dashboard Kitchen, bibigo released a car-commercial-inspired demo video that speaks to all its features. Launching it on social, bibigo teamed up with foodie superstar Tommy Winkler to give him the exclusive first look at the device. 

"Cars have now become the new studio for a lot of Tiktokers and influencers. They are willing to go to lengths to tap into the in-car food review trend, whether by bringing very interesting items like their own chocolate or sauce fountain on board," said Jonathan Lavoie, creative director at Rethink. “Given bibigo’s online notoriety, our goal was to harness the existing virality of the brand and create something that will make bibigo fans and TikTokers capable of enjoying our food even in their cars.”

“We’re going the extra mile to offer dumpling fans a bold innovation that celebrates the viral social media popularity of bibigo dumplings,” says Federico Arreola Carrazco, vice president, marketing for bibigo. “The Dashboard Kitchen brings together two very fun and creative social media trends to showcase just how delicious and customizable our dumplings are. We can’t wait to see how imaginative influencers will create content that celebrates the bold Korean flavours of bibigo.”

Bibigo will reveal its Dashboard Kitchen to FoodieCon in New York City where foodies and influencers alike can take a look at it themselves.  

Campaign strategy, creative and PR were led by Rethink.