Chairman Lee Jay-hyun toured House of CJ at THE CJ CUP Byron Nelson, highlighting CJ Group’s strategy to expand its K-lifestyle businesses and strengthen its presence in the U.S. market
At a Glance
- Chairman Lee’s First Visit to THE CJ CUP Byron Nelson in McKinney, Texas Chairman Lee toured House of CJ and reviewed on-site operations.
- Record Attendance of Approximately 240,000 Over Four Days Visitors engaged with CJ brand experiences from bibigo, OLIVE YOUNG, TOUS les JOURS and SCREENX.
- THE CJ CUP in Its 10th Year THE CJ CUP has evolved into a K-lifestyle experience platform and strategic hub for U.S. business expansion.
- House of CJ Expanded by 20% House of CJ expanded to approximately 750 square meters, operating as an integrated K-food, K-beauty and K-content experience center.
CJ Group Chairman Lee Jay-hyun visited THE CJ CUP Byron Nelson in McKinney, Texas, to review the global growth potential of CJ’s K-lifestyle platform and emphasize the importance of accelerating the group’s global business expansion. The visit marked Chairman Lee’s first appearance at THE CJ CUP since the tournament was first held in the U.S.
Now in its 10th year, THE CJ CUP is an official PGA TOUR event. Held from May 21 to 24, the 2026 tournament attracted approximately 240,000 spectators over four days, setting a new attendance record. The event featured a total purse of 10.3 million USD and a field of 144 players. Wyndham Clark won the tournament at 30-under 254, receiving a hangeul-inspired trophy based on “Jikji” (the world’s oldest known book printed with movable metal type, created in Korea in 1377) and a custom-made cowboy hat. TEAM CJ member Kim Si-woo finished runner-up.
Tournament Overview: THE CJ CUP Byron Nelson
THE CJ CUP Byron Nelson is an official PGA TOUR event with CJ Group as title sponsor. Originally launched in 2017 as THE CJ CUP, the tournament marked its 10th year in 2026.
| Category | Details |
|---|---|
| Tournament Name | THE CJ CUP Byron Nelson |
| Dates | May 21–24, 2026 |
| Venue | TPC Craig Ranch, McKinney, Texas, U.S. |
| Tour | Official PGA TOUR event |
| Total Purse | 10.3 million USD |
| Field | 144 players |
| Attendance | Approximately 240,000 spectators over four days, the highest attendance in tournament history |
| Winner | Wyndham Clark: 30-under 254 |
| TEAM CJ Results | Kim Si-woo: 27-under 257, runner-upIm Sung-jae: 19-under 265, tied for 9thPierceson Coody: 15-under 269, tied for 19thBae Yong-jun: 8-under 276, the first Korean player on a sponsor exemption to make the cut |
| 10th-Year Milestone | Since its launch in 2017, THE CJ CUP has evolved into a K-lifestyle marketing platform as an official PGA TOUR event |
Chairman Lee’s On-the-Ground Leadership at House of CJ
Chairman Lee took an on-the-ground approach at House of CJ, an integrated K-lifestyle experience space at the center of the course. He toured the bibigo and OLIVE YOUNG booths, as well as CJ hospitality areas, reviewing visitor traffic and on-site response firsthand. The visit highlighted how K-lifestyle experiences were integrated throughout the tournament grounds at TPC Craig Ranch.
- First U.S. Visit to THE CJ CUP: This visit marked Chairman Lee’s first appearance at THE CJ CUP since the tournament began being held in the U.S.
- First Global On-the-Ground Management Visit of 2026: Chairman Lee selected THE CJ CUP as his first global management site of the year, underscoring CJ’s focus on accelerating growth in the U.S., a key strategic market.
- Continued Emphasis on Hands-On Site Management: The visit follows Chairman Lee’s recent on-site management activities at major CJ business operations in Korea.
House of CJ: An Integrated K-Lifestyle Experience Venue
House of CJ is an integrated K-lifestyle experience venue created for spectators attending THE CJ CUP. In 2026, the space expanded by 20% year over year to approximately 750 square meters.
| Brand / Space | On-Site Operations and Key Content |
|---|---|
| House of CJ | Operated as an integrated K-lifestyle experience venue expanded 20% year over year to approximately 750 square meters, featuring K-pop DJ performances, bibigo ramen and cocktails made with “jari,” a premium distilled spirit. |
| bibigo | Operated a concession near the fairway, offering signature K-food menu items including Korean-style mandu and ramen. |
| OLIVE YOUNG | Hosted a lucky draw event, showcased popular K-beauty products and offered samples. |
| TOUS les JOURS | Created an oversized cake photo zone, introducing the Korean bakery brand to Gen Z and younger visitors. |
| SCREENX | Presented a 270-degree multi-projection theater, bringing CGV’s special-format technology to the tournament site for an immersive K-content experience. |
| DURUMI (K-Street Food) | Featured a K-street food area with dishes such as tteokbokki, introducing a Korean casual dining brand experience to spectators. |
House of CJ drew families, friends and golf fans throughout the tournament. Children danced to K-pop DJ sets, while adults enjoyed bibigo ramen and cocktails made with jari, a premium distilled spirit, creating a lively atmosphere. Gen Z and younger visitors participated in OLIVE YOUNG’s lucky draw and took photos at TOUS les JOURS’ oversized cake photo zone, while the 270-degree SCREENX theater prompted audible reactions with its multi-projection visuals and immersive sound.
CJ Group’s Global Strategy: Becoming a Global Lifestyle Leader
“THE CJ CUP should continue evolving beyond a golf tournament into a platform where people in the U.S. can experience and enjoy K-lifestyle firsthand,” Chairman Lee said. “Through this platform, we must accelerate the expansion of the group’s global businesses and help young Koreans pursue their dreams on the global stage.”
- Group Vision: Becoming a Global Lifestyle Leader: Chairman Lee has emphasized that “now is the final opportunity to become a global lifestyle leader,” underscoring the importance of urgency and execution in capturing opportunities in global markets.
- Strategic Market: As K-culture continues to gain traction in mainstream U.S. culture, interest in K-food, K-beauty and K-wellness is growing among Gen Z and millennial consumers.
- Platform Model: CJ aims to expand THE CJ CUP as a cultural and brand engagement platform where visitors can experience K-food, K-beauty and K-content in one place, positioning the tournament as a strategic hub for business expansion in the U.S.
Audience Response at THE CJ CUP
Jane, a 17-year-old high school student who attended the tournament with a friend and her younger sibling, said, “I like K-pop and bibigo mandu, but I’ve never seen this many people come together to enjoy Korean food and culture while watching golf. It feels like a festival anyone can enjoy, even people who don’t know much about golf.”
A CJ Group official said, “THE CJ CUP is where CJ’s lifestyle strategy comes to life, naturally introducing Korean food and culture into people’s daily lives. We will continue developing it into a K-lifestyle marketing platform anyone can enjoy, offering memorable experiences for golf fans and families alike.”
FAQ
Q. What is THE CJ CUP Byron Nelson?
A. THE CJ CUP Byron Nelson is an official PGA TOUR event sponsored by CJ Group and serves as a global sports marketing platform in the U.S. Originally launched in 2017 as THE CJ CUP, the tournament marked its 10th year in 2026. The 2026 event was held from May 21 to 24 at TPC Craig Ranch in McKinney, Texas.
Q. Who won THE CJ CUP Byron Nelson in 2026?
A. Wyndham Clark won the tournament at 30-under 254. Clark received a hangeul-inspired trophy based on “Jikji,” along with a custom-made cowboy hat. TEAM CJ member Kim Si-woo finished as runner-up.
Q. What is the significance of Chairman Lee Jay-hyun’s visit to THE CJ CUP?
A. The visit marked Chairman Lee’s first appearance at THE CJ CUP since the tournament was first held in the U.S. It also served as his first global on-the-ground management visit of 2026, reflecting CJ Group’s focus on accelerating global business expansion, particularly in the U.S. market.
Q. What is House of CJ?
A. House of CJ is an integrated K-lifestyle experience space located at the center of the course during THE CJ CUP. In 2026, the venue expanded by 20% year over year to approximately 750 square meters and featured key CJ brands including bibigo, OLIVE YOUNG, TOUS les JOURS and SCREENX.
Q. How many spectators attended THE CJ CUP in 2026?
A. The 2026 tournament attracted approximately 240,000 spectators over four days, setting a new attendance record. The event featured a total purse of USD 10.3 million and a field of 144 players.
Q. What global strategy is CJ Group pursuing through THE CJ CUP?
A. CJ Group aims to develop THE CJ CUP beyond a PGA TOUR event into a K-lifestyle marketing platform where visitors in the U.S. can experience K-food, K-beauty, K-content and K-wellness in one place. Through the platform, CJ seeks to expand its business presence in the U.S. and advance its vision of becoming a global lifestyle leader.
