CJ, a Korean food powerhouse, has taken over as the title sponsor of the Byron Nelson golf tournament, replacing AT&T. The tournament, which honors a legendary golfer known for his consistent swing, is now being held at TPC Craig Ranch in McKinney, Dallas. CJ has been involved in golf since 2017, sponsoring players like Sungjae Im and promoting its brand, Bibigo, which offers Korean food products such as dumplings, seaweed snacks, and kimchi. The company aims to expand its distribution network and introduce more products into restaurants in the U.S.
The CJ Cup has undergone significant growth and elevation in status, now attracting a global audience due to its association with the PGA Tour. CJ’s partnership with the Byron Nelson tournament provides a platform for promoting its Korean food products on an international scale. K.H. Lee, a CJ ambassador, expressed confidence and excitement for the tournament, which he has won in consecutive years. The event will offer opportunities for attendees to sample various Bibigo products and immerse themselves in Korean cuisine.
The increasing popularity of Korean food in the U.S. has been a boon for Bibigo, with sales skyrocketing in recent years and the brand becoming a leading player in the Asian snacks and appetizers market. The demand for Korean culture, including food, entertainment, and movies, has been on the rise globally, with platforms like Netflix investing billions in Korean content. CJ Foods has also sponsored the O-NE Superrace Championship and secured a partnership with the L.A. Lakers, further expanding its brand exposure.
For those unfamiliar with Korean cuisine, K.H. Lee recommends starting with mandu and moving on to Gimbap, a Korean-style sushi roll. He has noticed a growing interest among his fellow golf professionals in Korean food and culture, with many eager to try Korean BBQ and other dishes. Lee anticipates that Korean desserts, such as Chal Oksusu ice cream and Tteokbokki spicy rice cakes, will become popular in the U.S. as consumers continue to explore new culinary experiences.
Overall, CJ’s sponsorship of the Byron Nelson tournament marks a new chapter in the event’s history, bringing a taste of Korean culture and cuisine to golf fans and attendees. With Bibigo products gaining popularity across the U.S., CJ aims to strengthen its presence in the market and continue to offer innovative and delicious Korean food options. As the tournament kicks off at TPC Craig Ranch, fans can look forward to not only world-class golf but also a unique culinary experience courtesy of CJ and Bibigo.
