CJ CheilJedang's Hetbahn rice lights up Times Square billboards

CJ CheilJedang announced Thursday that it is running a global online and offline campaign, "Sticks To Anything," to promote its Hetbahn white rice in the United States. The campaign's ads ran on outdoor billboards in New York's Times Square, Broadway and downtown Los Angeles from Aug. 31 to Sept. 6.

Hetbahn white rice is sold in the US under the name "bibigo Sticky White Rice." The product sold more than 100 million units in North America last year alone. The campaign plays on the word "Sticky" in the US product name, delivering a double meaning -- the rice's sticky texture and the idea that it "sticks" well with, or pairs well with, any dish.

A teaser video released on bibigo USA's official Instagram and TikTok accounts on Aug. 19 topped 20 million cumulative views within three weeks of its release. Google searches related to the product have more than tripled since the campaign began.

The campaign will run in two phases through late November. Five videos released Tuesday (local time) show the white rice paired with Korean dishes such as samgyeopsal, bibimbap, tofu kimchi and japchae. Videos set for release on Oct. 6 will feature the rice alongside American dishes such as steak, burrito bowls and mac and cheese.

CJ CheilJedang plans to roll out additional content in phases, including collaborations with Korean American football player Kyler Murray and influencer Brooke Monk.

A CJ CheilJedang official said, "We will continue to strengthen our position as a leading global K-food brand through differentiated marketing activities tailored to local consumers' lifestyles and trends."