CJ Group demonstrated a new horizon in global sports and cultural marketing through “The CJ Cup Byron Nelson,” a PGA Tour event held in Dallas, Texas, and the “House of CJ,” a multi-purpose cultural exhibition space unveiled at the venue. Through golf, a global sport, CJ promoted its brand identity and status in the U.S. market while securing a regional foothold. The company connected this to K-culture, CJ’s core product and strength, implementing a sustainable marketing platform to expand its influence. In this process, the company continued sustained investment, thorough market research and bold challenges that turned crises into opportunities. Furthermore, CJ focused on building close relationships with the local community and creating shared value to ensure marketing effects did not remain at the level of simple brand value enhancement. Through the process of connecting various affiliates’ marketing points into a unified context, CJ practiced integrated marketing communication that shares each other’s roles and values, and furthermore, the overall brand image of CJ.
“Stepping into a space full of Korean culture was truly an eye-opening and amazing experience.”
“The CJ Cup Byron Nelson,” a PGA Tour event held May 1-4 (local time) at TPC Craig Ranch in McKinney, Dallas, Texas, concluded successfully. The main attraction was, of course, golf. It became even more of a hot topic as Texas native and world No. 1 Scottie Scheffler won with a PGA 72-hole record-tying 31-under 253, writing a triumphant homecoming story. However, there was another main character that heated up the venue as much as Scheffler. It was a special space where visitors could fully experience the essence of K-culture, including Korean food, music and beauty — the “House of CJ.”
House of CJ is a multi-purpose cultural introduction space planned by CJ Group to promote K-culture and CJ. Located in the central area of TPC Craig Ranch on May 1, the first day of the tournament, House of CJ captured the attention of galleries with its special presence. The event space alone covered about 625 square meters, and the building’s front was decorated with a colorful rainbow facade that naturally drew the steps of passersby. The interior was even more vibrant. In line with the concept of “Taste! Style! Fun!” CJ’s major affiliates joined forces to create a K-culture festival venue. A DJ positioned on one side continuously presented various K-pop mix music, creating an exciting atmosphere like a club. Korean traditional liquor cocktails such as “Hwa-Chae” and “Moonbae- Mule” made at the central bar of the event venue were also popular. Many visitors drank sweet Hwa-Chae cocktails while dancing lightly or enjoying music, experiencing Korean culture.
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This content was translated into English by AI (using DeepL) from an article that was originally written in Korean in the DBR (Donga Business Review). Therefore, please understand that there may be some awkward expressions.
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