For South Korea-based CJ, the PGA Tour is perfect way to introduce America to ‘K-Culture'

USA Today

29-04-2025

For South Korea-based CJ, the PGA Tour is perfect way to introduce America to 'K-Culture'
There is no shortage of great theater on the PGA Tour from week to week. Whether it's the 16th hole at TPC Scottsdale, the 17th at TPC Sawgrass, The Bear Trap at PGA National, or The Snake Pit at Innisbrook, the first half of the PGA Tour season is filled with must-watch moments.
You can add the par-3 17th hole at THE CJ CUP Byron Nelson May 1-4 at TPC Craig Ranch to that list. The 17th is better known to locals as 'The Ranch' in tribute to Nelson, who retired early from tournament golf and settled on his ranch near Dallas. It promises to be one of the most raucous, exciting holes on Tour this season, not just because of the stadium setting or the fact that it's the penultimate hole. The short-iron tee shot brings the very real possibility of a hole-in-one. In fact, it wouldn't be a stretch to say that South Korea-based CJ is rooting for a historic ace, and with that, the opportunity for the renowned chefs from bibigo, the company's food affiliate, to showcase their skills with $40,000 in catered Korean food.
Even birdies will pay dividends for the Momentous Institute, the nonprofit that has been the longtime beneficiary of the tournament and its host, the Salesmanship Club of Dallas. For each birdie on the 17th, CJ will donate $1,000 to Momentous, which supports children and families struggling with mental health issues. That program netted $76,000 for Momentous in 2024. Over the years, the tournament has raised $190 million for Momentous, and CJ, now in the second year of a 10-year title sponsorship, is committed to continuing that tradition.
The tournament dates back a century, to 1926, when it originally was known as the Dallas Open before taking on the name of Nelson, a Texas icon, in 1968. CJ still honors Nelson and his legacy during the tournament, most notably with signage along the 15th hole that reminds attendees of his accomplishments. It's a win-win for the tournament and the title sponsor.
CJ is an international conglomerate whose product lines range from food and drink to logistics, from beauty products to entertainment, including the Academy Award-winning movie 'Parasite.'
While its products have a global following, the company is leaning into sports as a vehicle to raise awareness for its brands in the U.S. market. NBA fans know of CJ and its brands through its sponsorship of the Los Angeles Lakers. Similarly, THE CJ CUP Byron Nelson offered the company a unique opportunity to showcase the breadth of its product lines in one of America's fastest-growing cities while celebrating one of golf's most beloved figures.
Yoosang Kim, executive director of sports marketing at CJ Corporation, said that 'Korean tradition is well feeding the guests with a warm welcome.' Building off its first year as title sponsor, the company will have 17 chefs onsite, creating what Kim believes is the 'best player dining experience' on Tour.
'Organically, this became a huge thing at the PGA Tour and everyone raved about the food experience at THE CJ CUP, including players, agents, PGA Tour staff and players' families,' Kim said.
It's difficult to overstate the breadth of CJ's products, particularly its food and beverage lineup. The bibigo brand of ready-to-eat meals and snacks is a staple in grocery aisles across America and will be featured at three concession stands during tournament week. Elsewhere, the company's Tous Les Jours frozen lemonade will be available at five locations around the golf course.
The company will showcase its portfolio of products at the 'House of CJ,' a villa located along the 18th fairway where, Kim said, the company aims 'to organically submerge the fans into K-Culture.' The House of CJ will go well beyond food offerings. It will include an Olive Young powder room showcasing Korean cosmetic products, a bar at the center of the villa serving traditional Korean spirits, K-pop serenading visitors, and an immersive, 270-degree cinematic experience.
'Honestly, it's a perfect way to promote our company and brands,' Kim said.
CJ continues to show its sincerity and enthusiasm for golf. CJ has been supporting young golfers for over 20 years, and its ambassadors have accounted for 11 PGA Tour victories. CJ also provides opportunities to young golfers such as Kris Kim, who became the youngest player to make the cut at the tournament, breaking Jordan Spieth's previous record.
As CJ continues to bridge cultures through sports, food and entertainment, THE CJ CUP Byron Nelson has become more than just a golf tournament – it's a vibrant stage where the company's values, vision and the essence of K-Culture come to life.