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[CBC News] The CJ Cup Byron Nelson, backed by CJ Group, is expanding its role as a showcase for Korean lifestyle.
CJ said on May 20 that it will operate an expanded experience center, the House of CJ (HOUSE OF CJ), during the tournament in McKinney, Texas, from May 21–24 (local time). The 750-square-meter space (about 8,073 sq ft) is roughly 20% larger than last year.
Located at the center of TPC Craig Ranch, the House of CJ is a mixed showcase of K-food, K-beauty and K-entertainment. This year’s programming, built around taste, style and fun, leans heavily on interactive experiences and digital content to deepen on-site engagement.
CJ added new elements such as AR-based interactions, digital challenges and hands-on photo zones to broaden visitor-brand touchpoints. The goal is to move beyond sampling and static displays to experiences that boost both dwell time and brand connection.
Bibigo will run a TikTok challenge and photo-wall events alongside product displays, handing out dumpling packs and branded merchandise to participants. CJ Foodville’s Tous Les Jours will offer bakery items and coffee while continuing its \”TLJ Birthday Party\” promotion. Korean street-food brand Durumi will make its tournament debut.
CJ Olive Young will present a sun-care–focused K-beauty experience zone with product trials and live events. CJ ENM will supply artist video content at an Mnet Plus booth, and CJ 4DPLEX will screen major movie trailers in a SCREENX auditorium.
CJ CheilJedang will unveil jari, its premium distilled spirits brand, for the first time ahead of a U.S. launch. On-site tastings will introduce K-cocktails through a program featuring four signature cocktails.
\”We designed this as a place where people can experience Korean lifestyle beyond watching golf,\” a CJ Group official said. \”We will continue to expand our global touchpoints through The CJ Cup.\”
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