Golf fans enjoyed a wide array of K-food, including bibigo mandu, Korean fried chicken, japchae and bibimbap
From May 1 to 4, the official PGA Tour event THE CJ CUP Byron Nelson was held at TPC Craig Ranch in Dallas, Texas. The tournament concluded with American golfer Scottie Scheffler claiming victory, and received high praise from players, tournament officials and spectators alike.
Originally launched as the only official PGA Tour event hosted in South Korea, THE CJ CUP took a significant step forward in 2024 by merging with the historic Byron Nelson tournament, which boasts an 80-year legacy. The integration has been widely recognized as a major evolution for the event. Notably, CJ Foods’ flagship brand and the tournament’s official sponsor, bibigo, transformed THE CJ CUP into a global celebration of Korean food — turning it into a true K-food festival and helping introduce Korean cuisine to audiences around the world.
For the first time this year, CJ Group introduced the HOUSE OF CJ, an immersive space that allowed golf fans to experience Korean culture firsthand. The initiative was met with an enthusiastic response thanks to a wide range of engaging activities — including a bibigo mini concession, a beauty powder room by Olive Young, a music zone by CJ ENM, an immersive content experience from SCREENX and baked goods from TOUS les JOURS.
One of the highlights of this year’s tournament was the visit of Kai Trump, the eldest granddaughter of the U.S. President and a rising golf talent, which drew considerable attention. Known for her interest in Korean culture, Kai explored the event grounds, sampled bibigo mandu (Korean dumplings) and experienced various aspects of K-culture at the HOUSE OF CJ. “It was amazing to witness a world-class tournament like THE CJ CUP in person,” she shared. “I really enjoyed experiencing the K-culture I’ve always been interested in at the HOUSE OF CJ, and I was especially impressed by the incredible Korean food.”
CJ Foods’ bibigo captivated golf fans from around the world not only through the interactive experiences at the HOUSE OF CJ, but also by serving Korean cuisine in the Players’ Dining area and the two mini bibigo concession stands. By offering bibigo dishes in all hospitality zones, CJ Foods ensured that every fan had a chance to experience authentic Korean food. THE CJ CUP has earned a reputation among players and fans alike as the “best-tasting stop on the PGA Tour,” further solidifying its global acclaim.
Even before the official tournament began, bibigo showcased the appeal of Korean cuisine to participating players through the Players’ Dining experience, featuring a team of 17 chefs specially invited from Korea. The menu included a variety of Korean traditional dishes such as mandu salad, bibimbap and japchae (stir-fried glass noodles), all of which were met with enthusiastic praise from the players once more this year.
Following the tournament’s opening, bibigo operated mini concession stands at two key locations, the HOUSE OF CJ and on the course, offering popular K-food items including Korean-style fried chicken and spring rolls. This year, bibigo also introduced bibimbap for the first time, giving spectators an even broader taste of Korean cuisine. One of the standout items was the bibigo mandu served with a sweet and spicy sauce, which quickly became a crowd favorite. Many golf fans remarked, “It had just the right amount of spice, was easy to enjoy and even felt like a healthier option.”
One of the standout features of this year’s tournament was the introduction of K-liquor cocktails, designed to pair perfectly with Korean dishes. Four unique cocktails were crafted using traditional Korean liquors, including moonbaesool, a distilled spirit made from native Korean ingredients using time-honored techniques. Among them, the Moonbae-Mule, made with moonbaesool, received particular attention. “The traditional Korean liquor cocktail paired wonderfully with K-food,” said one on-site guest, Allen, after trying it. “It wasn’t overly sweet and had a refreshing flavor that really suited my taste.”
bibigo also added a fun, interactive element to the tournament by hosting on-site events that delighted golf fans. One of the highlights was a daily promotion at the bibigo Signature Hole — Hole 17. From 2 to 3 p.m., whenever a player scored a birdie there, spectators were treated to a 50% discount at the concession stand, offering even more attendees a chance to enjoy delicious K-food.
Offline events aimed at engaging with the local Dallas community also saw great success. Visitors who purchased bibigo products worth 10 USD or more at 111 Kroger supermarket locations or the local H-Mart near the tournament venue were entered into a raffle for a chance to meet PGA Tour players sponsored by CJ.
CJ also strengthened its commitment to social responsibility during the tournament. At the 17th hole, a special initiative was held in which 1,000 USD was donated for every birdie made by a player. The funds raised were donated to the Momentous Institute, a Dallas-based child welfare organization, highlighting CJ’s dedication to giving back to the local community.
“THE CJ CUP has become a global stage for bibigo to showcase K-food to the world,” remarked Kim Yoo-sang, Head of Sports Marketing at CJ. “We’ll continue to lead the global expansion of Korean cuisine by offering more delicious and engaging experiences through various international sports events.”
Since 2017, CJ has been the host of THE CJ CUP, originally launched as South Korea’s only official PGA Tour event. In 2020, the tournament moved to the United States, and starting last year, it merged with the historic Byron Nelson tournament to become THE CJ CUP Byron Nelson. First held in 1944, the Byron Nelson is a cornerstone event in the Dallas area. In 2024, CJ signed a 10-year agreement to serve as the tournament’s title sponsor.
