CJ Foods is using this week’s THE CJ CUP Byron Nelson PGA Tour event in Texas to push its Korean food brand bibigo to Western consumers. The brand, owned by CJ Foods, Korea’s largest food company, is running a large-scale presence at TPC Craig Ranch in McKinney from May 20 to 24, trading traditional advertising for in-person experiences that let consumers taste first and buy later. Two dedicated concession stands at Holes 7 and 17 serve exclusively bibigo-based menus to tens of thousands of tournament attendees, while an interactive brand hub called the bibigo Zone offers product sampling, social media engagement and giveaway mechanics designed to generate reach well beyond the tournament gates. The event also features a line-up of culinary talent developing exclusive menus using bibigo products. Chef Junghyun Park of two-Michelin-starred Atomix in New York, Iron Chef winner Chef Beau MacMillan and Chef Yong-wook Yoo, known from the internationally streamed Culinary Class Wars, each appear across the tournament week. The most significant element of the event is the soft launch of jari, a new premium traditional Korean liquor brand from CJ Foods, making its public debut at the tournament ahead of a formal US market entry in the second half of 2026. The jari cocktail menu features drinks crafted from traditional Korean liquors, including Moonbaesool and Gamuchi Soju, available at a dedicated booth and both bibigo concession stands, paired directly with the food menu. Jin Kim, Global CMO of CJ Foods, said, “By combining interactive fan experiences, world-class chef collaborations, and the exciting debut of our new traditional liquor brand, we aim to offer an unparalleled culinary journey that truly unlocks the essence of K-Food.” Now in its third year of sponsoring the Byron Nelson, CJ Foods has built bibigo into a brand sold across approximately 80 countries. The same sports-led approach is being applied in Australia, where CJ Foods Oceania uses major events to drive trial and build familiarity with the bibigo range, which is available at Coles, Woolworths and IGA. Find more food culture updates on Crumb Wire.

Italian chilli brand Bippi and LaManna supermarket have come together to create Casa Della Nonna – a pop-up museum dedicated to Nonno and Nonna’s house. Scheduled to kick off at LaManna’s Essendon Fields store from Saturday, May 23, Casa Della Nonna is born from a pretty personal place. Bippi founder Ben Circosta, an Italian grandson himself, started the chilli brand after his own Nonna’s handmade recipes inspired him to bring them to a wider audience. The pop-up is his love letter to Italian grandparents everywhere, recreating the sights, sounds and smells of their homes in museum format, from plastic-covered couches and religious paraphernalia to infinite doilies and the smell of home-cooked pasta. Informative plaques and interactive touchpoints tell the story and cultural significance behind each item. Circosta said, “We wanted to create an immersive experience that feels like stepping into a traditional Italian family home, with every detail reflecting daily rituals, routines and cosy familiarity. For visitors with Italian heritage, every element will bring fond memories and nostalgia. Those without Italian backgrounds will get a real sense of what it’s like to visit Nonno and Nonna’s house. It’s a playful tribute to everything we love about them.” To mark the launch, the first 100 visitors on May 23 will receive a free serving of homemade pasta, with a Spin the Wheel and a Taralli guessing game offering the chance to win Bippi products. Hawthorn Football Club player Massimo D’Ambrosio will also be there from 10 am to 1 pm with his Nonno, who will challenge customers to a game of Briscola. Beat him and you take home a free Bippi product. The pop-up runs during LaManna’s regular opening hours for six weeks, with product tastings and kids’ activities available throughout. On Saturday, June 13, customers who bring a grandparent to LaManna will receive a free coffee. Circosta said, “We invite all Melburnians to stop by and visit – whether you love Italian food, have an interest in Italian culture, or just want to experience something new, there’s something for the whole family.” Casa Della Nonna is at LaManna Supermarket, 10 English Street, Essendon Fields, VIC 3041. Source: LittleBIG Marketing Find more food retail updates on Crumb Wire.

Hungry Jack’s has named Uber Eats as its exclusive delivery partner in Australia, locking in a multi-year deal. As part of the new agreement, Uber will also power Hungry Jack’s own delivery channel, going beyond the Uber Eats app to support the brand’s broader delivery operation. The partnership builds on an existing relationship between the two, with Uber Eats already established as a key driver of Hungry Jack’s delivery growth in recent years. The deal is the latest in a string of exclusive partnerships Uber Eats has secured with major Australian food brands. Schnitz signed a multi-year exclusive deal with Uber Eats earlier this month and GYG announced its own exclusive partnership with the platform in January. The moves signal a broader push by Uber Eats to consolidate its position as the dominant delivery partner for Australia’s biggest quick service restaurant brands. Chris Green, CEO of Hungry Jack’s, said, “Delivery has become an increasingly important part of how our customers engage with Hungry Jack’s. Expanding our partnership with Uber Eats allows us to reach customers with the convenience, value and quality they expect from our strong Australian brand. This agreement supports our long-term focus on making Hungry Jack’s more accessible to customers wherever and whenever they choose to order.” Hungry Jack’s is currently one of Australia’s largest restaurant brands on Uber Eats, with its more than 450 restaurants reaching millions of Australians through the platform. Uber Eats covers more than 90% of the Australian population across over 120 cities and towns nationwide. Ed Kitchen, Managing Director of Uber Eats Australia and New Zealand, said, “Hungry Jack’s is an iconic Australian brand, and this partnership is all about making it even easier for customers across the country to get their favourites delivered fast and reliably. “We’ve built a strong partnership over a number of years, and we’re excited to keep supporting Hungry Jack’s as they continue to grow their delivery business and reach even more customers through Uber Eats.” Find more food and drink news on Crumb Wire.

Sokyo Brisbane has launched a limited-run Wagyu menu in partnership with Australian producer Stockyard, spotlighting the brand’s Kiwami Wagyu MBS9 through a Japanese-inspired lens. Created by Chef Alex Yu, Chef Tuan Colombo Huynh and the Sokyo team, the specials menu heroes Stockyard’s Kiwami Wagyu across four dishes, each designed around a different cut and cooking technique. The menu Kiwami Wagyu Sushi: Finely sliced raw beef, lightly seared, with wasabi yuzu kosho, teriyaki and garlic chips. Kiwami Wagyu Short Rib Tacos: Short rib slow-cooked for 24 hours at low temperature, served with truffle shiitake aioli and pickled red cabbage. Kiwami Wagyu Tri-tip Donburi: Tri-tip charred over the grill, glazed with tare and served over seaweed rice with Sokyo house condiments and nori. Stockyard Kiwami Wagyu Scotch Steak: Served with garlic ponzu, umami butter and shiso chimichurri. Quality and provenance Chef Tuan said the decision to spotlight Kiwami Wagyu came down to both quality and provenance. “We chose to spotlight Kiwami Wagyu because it represents excellence in quality and provenance. As a 100% Australian fullblood Wagyu, it reflects the depth and capability of local producers, which is something we are passionate about celebrating and elevating on the plate. “The richness of the meat, combined with its balanced fat content, delivers a luxurious yet clean eating experience. Its mellow texture allows us to highlight both precision and restraint in our cooking techniques, letting the natural character of the beef speak for itself while creating a refined and memorable dish.” Rather than leaning on premium steak cuts alone, the team approached the menu by exploring secondary cuts and applying techniques that draw out each one’s individual character. Sharing the team’s approach to the menu, Chef Tuan said, “We’ve approached the menu by highlighting different cuts of Kiwami Wagyu and applying techniques that best express their individual qualities. Rather than focusing only on premium steak cuts, we’ve explored secondary cuts and treated them with precision to elevate their character. “For the taco, we’ve selected short rib due to its natural richness and connective tissue, which breaks down beautifully over time. It is cooked for 24 hours at a low temperature to achieve exceptional tenderness while retaining depth of flavour. For the wagyu sushi, Chef Tuan explains that the goal is to allow the quality of the thinly sliced Kiwami Wagyu to speak for itself. “The slices are lightly seared to enhance aroma and mouthfeel while preserving the delicacy and natural marbling of the meat.” “In the donburi, we’ve chosen tri-tip to showcase a more robust, beef-forward flavour. The cut is charred over the grill to develop smokiness and texture, then glazed with tare – a traditional Japanese-style sauce – to add layers of umami. “It is served over seaweed rice with a selection of condiments to complement and balance the dish. Across the menu, the focus is on combining Japanese technique with thoughtful cut selection, ensuring each preparation enhances the inherent qualities of the wagyu rather than overpowering it.” At its core, the menu reflects Sokyo’s approach to Japanese cuisine as something living and evolving rather than fixed by tradition. A reinterpretation of traditional technique “The inspiration behind the Kiwami Wagyu dish comes from a desire to honour traditional Japanese techniques while reinterpreting them through Sokyo’s modern and playful lens,” said Chef Tuan. The team draws from foundational elements like sushi and donburi, using them as a starting point to showcase the purity and quality of the wagyu, without being confined by tradition. “At Sokyo, we see Japanese cuisine as a living, evolving culture. We follow Japanese food culture without staying stuck in tradition – we’re always exploring, so there are no rules. That mindset allows us to push boundaries, experiment with flavours and formats, and create dishes that feel both respectful and unexpected. “A perfect example of this is the wagyu taco – a one-bite expression that blends premium Kiwami wagyu with a sense of fun and creativity. It captures what we aim to do at Sokyo: take something deeply rooted in Japanese technique and transform it into something contemporary, engaging, and a little outside the comfort zone.” The Kiwami Wagyu menu is available for a limited time at Sokyo Brisbane. Source: Pressed Find more dining out updates on Crumb Wire.