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A Texas golf course is being transformed into a K-lifestyle expo. At this year’s CJ Cup Byron Nelson, CJ Group is enlarging the House of CJ by roughly 20% and mounting an all-out push for K-culture, debuting a K-street food brand and a premium traditional spirit on the U.S. stage.
CJ plans to run the House of CJ as a “global K-lifestyle showcase” rather than a simple sampling or demo area. The space will be loaded with immersive, audience-driven features—augmented reality interactions, digital challenges and other interactive content.
On the food-and-beverage side, CJ CheilJedang’s Bibigo and CJ Foodville’s Tous Les Jours will be on site. Bibigo will host interactive events, including a TikTok challenge that offers custom dumpling packages and branded merchandise.
Tous Les Jours will serve freshly baked goods and premium coffee and will reprise last year’s popular birthday-party event to engage global fans.
CJ Olive Young will present a curated selection tailored to Texas’s intense UV exposure. Its K-beauty experience zone will spotlight suncare products for protection and soothing, and attendees who take part in on-site events will receive sheet masks and limited-edition merchandise.
An entertainment area aimed at global fans will also be featured. CJ ENM will use its Mnet Plus booth to screen performances and music videos by popular artists.
CJ 4DPLEX will install a three-sided SCREENX viewing zone to maximize immersion, screening trailers for titles such as “Toy Story 5” and “The Mandalorian and Grogu.”
The tournament will also serve as a debut platform for several of CJ’s new brands. The K-street food brand Durumi will meet attendees for the first time.
CJ CheilJedang will unveil its premium distilled spirit brand Jari in the U.S. for the first time. On site, visitors can sample four signature cocktails inspired by Korean cocktail culture ahead of the brand’s official American launch later this year.
A CJ Group spokesperson said, “House of CJ is designed so golf fans can naturally experience Korean lifestyle and culture beyond the sport. We will continue to use The CJ Cup to broaden K-culture’s global reach and deepen our connections with local fans.”
Meanwhile, CJ Group Chairman Lee Jae-hyun is expected to visit the site in person to review local operations and assess brand competitiveness.
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