CJ Group's Passion for Golf... Showcasing Korea to the World

Golf Marketing Began with Lee Sunhwa's Signing in 2001
Construction of World-Class Courses like Nine Bridges
Sponsoring Male Players Im Sungjae, Kim Siwoo, and An Byeonghun
The CJ Cup Launched in 2017, Spreading K-Food and Culture

CJ Group's passion for golf is exceptional.

This year, as always, CJ Group will host The CJ Cup Byron Nelson on the PGA Tour, with a total prize fund of 9.9 million dollars. The tournament will be held at TPC Craig Ranch in McKinney, Texas, for four days starting May 1 (local time). A total of 156 players will participate this season, including world number one Scottie Scheffler (USA) and top golfers such as Im Sungjae, An Byeonghun, and Kim Siwoo. Texas is already heating up with excitement for The CJ Cup.

CJ Group made new history as the first domestic company to host the PGA Tour The CJ Cup. CJ Group

CJ Group's bold investment in golf is the result of Chairman Lee Jaehyun's decisive leadership. He has a deep affection for golf and personally visits tournament venues to encourage the players. Through The CJ Cup, a global golf tournament, CJ Group is strengthening its image as a global conglomerate. Currently, CJ Group sponsors a total of 13 golfers: Im Sungjae, An Byeonghun, Kim Siwoo, Lee Kyunghoon, Bae Yongjun, Jung Chanmin, Choi Seungbin, Song Minhyeok, Chris Kim (England), Lim Jiyu, Jo Ian, Hong Jungmin, and Li Shuying (China).

CJ Group has been dedicated to golf marketing for the past 25 years. In 2001, the company signed LPGA Tour prospect Lee Sunhwa, and in 2003, it signed Park Seri, who became a national hero after her 'barefoot fighting spirit' at the 1998 US Women's Open. CJ Group provided massive sponsorships, supporting athletes with 2 billion won per year and a total of 10 billion won over five years.

CJ Group's sponsorship of LPGA Tour players became a catalyst for a series of victories. Park Seri achieved a total of 25 wins, including five majors. Players such as Kang Jimin, Lee Sunhwa, Jung Yeonju, Baek Gyu-jeong, and Kim Minseon wore the CJ Group logo on their caps as they played on the field. Most notably, CJ Group actively supported male players, who had previously received less attention. Kim Siwoo, Im Sungjae, Kim Joohyung, Lee Kyunghoon, and Kang Sunghoon all collected trophies on the PGA Tour.

Lee Jaehyun, chairman of CJ Group, is presenting the trophy to Justin Thomas, the winner of The CJ Cup held in 2017 at Club Nine Bridges in Seogwipo, Jeju Island. Photo by Yonhap News

CJ Group has also focused on tournament marketing. The CJ Nine Bridges Classic, held at Nine Bridges in Seogwipo, Jeju, from 2002 to 2005, is a prime example. With unprecedented investment, CJ Group set a milestone by becoming the first domestic company to host a PGA Tour event. This served as motivation for Korean players to enter the PGA Tour and helped promote Jeju Island, the 'island of fantasy,' to a wider audience.

The CJ Cup opened a new chapter in the history of Korean golf. From its inaugural tournament in 2017, it featured a total prize purse of 9.25 million dollars. The generous prize money attracted world-class stars. Korean players earned the right to compete and faced off against the best in the world. Chairman Lee stated, "We will develop The CJ Cup into Korea's leading sports and cultural platform and contribute to the spread of K-Culture."

CJ Group has also actively invested in building golf infrastructure, constructing world-class golf courses. In 2001, the company opened Nine Bridges Jeju. It is a regular on the 'World's 100 Greatest Courses' lists by Golf Digest and Golf Magazine. Panels consisting of players, course designers, and golf experts consistently give it high marks for shot value, course difficulty, design variety, and course maintenance.

CJ Group is investing in golf infrastructure such as Nine Bridges Jeju (photo) and Haesley Nine Bridges. CJ Group
Photo by CJ Group

In 2009, CJ Group opened Haesley Nine Bridges in Yeoju, Gyeonggi Province. It was selected as one of the 'World's 100 Platinum Clubs,' chosen from more than 12,000 private golf clubs worldwide. The club boasts state-of-the-art SubAir and hydronic systems installed on every hole, ensuring optimal course conditions even in inclement weather.

CJ Group is committed to promoting Korean culture. Through The CJ Cup, the company showcases K-Food and K-Culture. For the first time this year, it will operate the 'House of CJ.' Visitors to the tournament will have the opportunity to experience Korean culture firsthand. The CJ Cup venue will once again play a key role in introducing K-Culture to the world.

Golf fans from around the world will have the chance to sample a variety of Korean dishes, including Bibigo's signature dumplings. Bibigo cuisine will also be featured in all hospitality areas, and a special players' dining area will be provided. This year, another brand, TLJ (Tous Les Jours), will operate a concession, introducing K-bakery and caf? culture. The players' dining area will serve breakfast bakery items and desserts, while the driving range will offer coffee and smoothies.

CJ Group will hold various events at The CJ Cup venue to promote K-Culture. CJ Group

The House of CJ will be designed as a space where visitors can experience various CJ Group brands and aspects of Korean lifestyle culture. Covering 625 square meters (about 190 pyeong), it boasts a grand design and a striking exterior. Visitors will feel as if they have been invited to a global festival. Activities include a Bibigo mini concession, Olive Young's powder room, CJ ENM's music content, ScreenX content screenings, TLJ bakery tastings, and more.