From its origins in South Korea to becoming a prominent fixture on the PGA Tour, THE CJ CUP Byron Nelson has hit the global stage
THE CJ CUP Byron Nelson returns to Dallas this May with a packed four-day itinerary filled with world-class golf, transnational history and delicious K-food.
Before its U.S. debut, THE CJ CUP was first launched on Jeju Island in 2017, where it remained until its move to the U.S. from 2020 to 2022. The following year, CJ Group became the official sponsor of The Byron Nelson, named after one of the greatest American golfers of all time. The event operates under the visionary slogan, “Bridge to Realization,” signifying the bridge between dreams and reality, which can be crossed through dedication and passion for the game.
The Establishment and Evolution of THE CJ CUP
The inaugural CJ CUP on Jeju Island was the first and only Korean stop on the PGA Tour. Ranked the 18th best golf course in the world by Golf Digest in 2020, the location at Club Nine Bridges was chosen for the superb scenery that highlights the natural beauty of the island. The global tournament also marked an opportunity to promote Korean culture, the golf industry and the local Jeju economy.
In 2020, the event moved to the U.S. due to the global pandemic, first to Las Vegas, then to South Carolina. In 2023, CJ Group partnered with The Byron Nelson tournament under a 10-year agreement, rebranding as THE CJ CUP Byron Nelson, with its new home set in Dallas. Since then, the tournament has become a beloved PGA Tour, featuring world’s top players and major champions to a global audience.
Jikji Trophy: Branding Strategy Like No Other
To cap off the tournament, the winner receives not just a simple trophy, but an intricate plaque with the tournament title engraved in gold and the names of past tournament winners and other prominent golf players carved in hangeul, the Korean alphabet. The base of the trophy resembles a bridge, harkening to the event’s slogan, “Bridge to Realization,” which also represents the partnership between CJ Group and The Byron Nelson. Inspiration for the trophy comes from “Jikji,” or “Essentials of Zen Buddhism,” the world’s oldest surviving book printed with a movable metal type, which was created with movable metal type and dates back to 1377. Korean artisans designed the trophy, made with the cooperation of the Cheongju Early Printing Museum and the National Museum of Korea. “Having my name engraved in hangeul on the trophy was an incredibly special experience,” said Taylor Pendrith, last year’s champion, in a post-victory interview.
Becoming a Social and Cultural Catalyst
Since 2017, CJ Group has been putting its roles as a “Dream Keeper” into action through the Bridge Kids program, offering young aspiring golfers a chance to experience a PGA Tour firsthand. Now in its eighth year, Bridge Kids brings together PGA Tour players as mentors, providing one-point lessons, fun mini-games and shared moments over bibigo lunch boxes. Last year, the program saw enthusiastic participation from players like An Byeong-hun and Ryan Palmer, earning an overwhelmingly positive response.
This year, in addition to aspiring golfers, participants will also include students from the Momentous Institute, established by the Salesmanship Club Dallas. In recognition of May as Mental Health Awareness Month, these students will help lead discussions on everyday mental wellness, contributing to a more well-rounded and impactful growth program.
THE CJ CUP will also take the lead in giving back to the local community. During the tournament, 1,000 USD will be donated to the Momentous Institute for every birdie made on the 17th hole. This initiative was also carried out last year, resulting in a donation of 76,000 USD (approximately 108 million KRW). Moving forward, THE CJ CUP aims to continue its philanthropy through sports, strengthening its role as a tournament that grows hand in hand with the local community.
THE CJ CUP has also been an opportunity to share modern Korean cuisine with players and attendees. One of the most popular attractions at the event has been the bibigo concession stands, offering mandu (the brand’s flagship product), Korean fried chicken, corn dogs and more tasty items to the puckish fans.
“The food at THE CJ CUP was unforgettable,” said Scottie Scheffler, the world’s current No. 1 golfer, ahead of the 2022 tournament. “The Korean dishes, especially the mandu, were truly top-notch.”
In 2021, bibigo also signed a five-year deal with the Los Angeles Lakers, becoming the basketball team’s first global sponsor, with their logo proudly stamped on the iconic jersey. This year, TOUS les JOURS, the popular French-inspired Korean bakery chain, will also be at the tournament, bringing delicious pastries, desserts and café drinks to the players and attendees.
“THE CJ CUP is not only a golf tournament but also a vital platform for promoting K-food and K-culture to a global audience,” a CJ Group official stated.
Every year, THE CJ CUP has expanded its offerings to bring K-culture to a wider stage. This year is no different; visitors at the tournament can look forward to an immersive space called the HOUSE OF CJ, where they can experience the joys of K-golf, K-food and K-beauty. The CJ Group continues its commitment to build a locally rooted, globally admired golf event over the next decade.
