CJ Group Affiliates Gather to Promote K-Food at "The CJ Cup"

Large-Scale Pantry, Casual Dining, and Grab-and-Go:

Introducing K-Food with Distinctive Themes by Zone

Giant Cake Display, Transforming the Tournament Venue into a Birthday Party

CJ Group is promoting K-content at the site of the official PGA Tour tournament, "THE CJ CUP Byron Nelson," held in Texas, USA, until May 25. The company is accelerating its efforts to target the North American market by using global sports events as a marketing platform.

On May 21, CJ CheilJedang announced that it would operate a booth for its Korean cuisine brand Bibigo at The CJ Cup. Inside the event venue's “House of CJ,” a large pantry filled with Bibigo products and a photo zone featuring a dumpling sculpture have been set up. On-site, visitors can participate in Bibigo noodle product tasting events and social media-linked activities.

Rendering image of Bibigo Concession at the 7th hole of The CJ Cup. Provided by CJ CheilJedang.

From Chef Collaboration Menus to K-Cocktails

At the 7th hole, a casual dining “Bibigo concession” featuring a terraced deck reminiscent of Hangang Park will be operated. Visitors can enjoy Korean dishes made with dumplings, kimchi, and K-sauces while watching the tournament. Notable chefs including Beau MacMillan, winner of the famous U.S. cooking show "Iron Chef," Park Junghyun of the New York Korean fine dining restaurant Atomix, and Yoo Yongwook from "Black and White Chef Season 2" will participate, introducing menus featuring Bibigo products.

At the 17th hole, guests can experience the spiciness of Korean cuisine. In this area, Beau MacMillan and Yoo Yongwook will present K-food snack menus using Bibigo dumplings and K-sauces in a “grab and go” format for convenient enjoyment. Visitors can taste Beau MacMillan’s dumplings and Yoo Yongwook’s gochujang taco menu, each available in original and spicy versions.

CJ CheilJedang will also introduce Korean-style cocktails featuring its premium distilled spirits brand "Jari." Four types of cocktails using Munbaeju and Gamuchisoju will be sold on-site, as the company evaluates the potential for expanding the K-liquor market.

Since 2018, CJ CheilJedang has consistently introduced K-food at The CJ Cup through Bibigo each year. In particular, the Players’ Dining, which provides meals for athletes, has gained a reputation as the “best restaurant on tour” and become a symbolic space for the tournament. "The CJ Cup" is now widely recognized among athletes and fans as the "PGA’s best restaurant."

Provided by CJ Foodville.

Turning the Golf Tournament Venue into a Birthday Party

During the same period, CJ Foodville is highlighting K-bakery with its bakery brand Tous Les Jours.

Tous Les Jours is operating photo zones and interactive events under the concept of "Celebration in Every Day." The brand’s popular “Cloud Cake” in the U.S. has been recreated as a large sculpture, encouraging visitors to take photos and share them on social media. On-site events also include giveaways of brand merchandise and gift cards.

In the product experience zone, signature products such as red bean buns, milk cream buns, and cloud donuts are showcased. CJ Foodville aims to promote the competitiveness of its products in the North American market, where interest in K-bakery is growing. The K-food brand “Durumi” will also be featured.

A CJ CheilJedang representative stated, "This year’s CJ Cup was designed to allow global visitors to fully experience Korean food culture through a wider variety of content and on a larger scale than before," adding, "We will continue to promote the appeal of K-food through differentiated culinary experiences."

This content was produced with the assistance of AI translation services.