Cultural industry is attracting attention as a next-generation growth engines of the Republic of Korea. CJ group is striving to advance the period of ‘Korean Wave 4.0’ which is melt around people's daily lives, not just for some ‘Korean wave mania’. CJ group is taking the lead in leading the Korean food culture with newly launched global K-Food brand ‘bibigo’. bibigo provides a total solution of Korean Food, pursuing harmony of dining (restaurants) and processed foods under a single brand. Philosophy and principles of the brand are to have different factors to meet and find something new in it. This is the core of brand philosophy, so-called ‘bibim (mixing)’. In addition to that, ‘Go’ is added to brand name implying that bibigo takes the lead in global food industry. Eventually the name of ‘bibigo’ means its marketing strategy which is to pursue a blend of domestic and foreign and dining and processed foods. The purpose of this case is to introduce bibigo’s successful marketing strategies. To fulfill this purpose, we looked into bibigo brand strategy and global expansion strategies focusing on brand concept, product portfolio, integrated marketing communication and global expansion strategies on the basis of academic theory, and then discussed the future challenges for bibigo.