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CJ Group is sharpening its strategy to use a U.S. PGA Tour event as the frontline for K-culture marketing. The company intends to transform the golf-viewing environment into an immersive platform that brings together K-food, K-beauty and K-entertainment.
CJ Group said on the 20th that it will operate its integrated experience pavilion, House of CJ, at The CJ Cup Byron Nelson from May 21 to 24 (local time) at TPC Craig Ranch in McKinney, Texas. The pavilion will expand to about 750 square meters (roughly 8,073 square feet), roughly 20% larger than last year.
This year’s upgrades go beyond added space. CJ has moved past a tasting-and-demo format and introduced immersive digital experiences — AR interactions, digital challenges and interactive photo zones — designed to extend visitor dwell time and deepen brand engagement.
Brand-specific programming has been beefed up as well. Bibigo will host a TikTok challenge and a photo-wall promotion and hand out customized dumpling packages. Tous Les Jours will return with freshly baked goods and premium coffee. CJ Olive Young will operate a K‑beauty zone centered on sun-care products tailored to Texas’s strong UV exposure, while CJ ENM will screen K-pop artist footage and music videos at the Mnet Plus booth. At CJ 4DPLEX’s SCREENX exhibit, three-sided screens will show trailers for anticipated titles like Toy Story 5.
The event will also serve as a global debut stage for new brands. K‑street-food concept Durumi and CJ CheilJedang’s premium distilled spirit, jari, will make their first public appearances at the tournament. Jari is slated for an official U.S. launch later this year and will offer an on-site tasting program featuring four signature cocktails inspired by Korean cocktail culture.
Last year, the PGA Tour awarded The CJ Cup its Title Sponsor Award, underscoring the tournament as an industry model that blends sports with lifestyle content.
A CJ Group spokesperson said the company will continue using House of CJ to broaden the global reach of K‑culture and expand its engagement with local fans.
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