CJ CheilJedang, CJ Olive Young and CJ CGV sponsored the economic summit, sharing the diversity of Korean culture on the global stage
The 2025 Asia-Pacific Economic Cooperation (APEC) Summit, held in Gyeongju from October 31 to November 1, marked a historic moment — the first time in 20 years that South Korea hosted the high-level gathering. Leaders and delegates from 21 member economies came together to discuss the most pressing issues facing the region, including economic integration, digital innovation, and sustainable growth.
Amid this global event, CJ Group stood out as a key cultural ambassador, introducing international guests to the richness of Korean culture. The group’s affiliates CJ CheilJedang, CJ Olive Young and CJ CGV all joined the summit as official promotional partners and sponsors, helping raise awareness of the event both domestically and abroad through diverse offerings. As a leading Korean company driving the worldwide spread of K-culture, CJ provided visiting leaders and delegates an authentic and memorable experience of the K-lifestyle in action.
Sharing the Flavors of Korea
As an official K-food sponsor, CJ CheilJedang brought the warmth and flavor of Korean cuisine directly to APEC 2025, providing a variety of signature snacks — including Matbam (roasted chestnuts) and bibigo Seaweed Snack— which were offered to visiting delegates and guests throughout the event.
Extending the experience beyond the main venue, CJ CheilJedang also supplied over 20,000 bibigo products — such as bibigo Tteokbokki and Hetbahn cupbahn (rice bowls) — to more than 60 hotels and accommodations across Gyeongju where APEC participants stayed. These convenient yet authentic offerings gave visitors a taste of everyday Korean flavors during their stay.
Inside the event venue, the company operated a dedicated K-food station where guests could sample Korean dishes, learn about culinary traditions and experience the popularity behind CJ’s global food brand, bibigo. The booth offered delegates a gateway to K-food culture and its growing international appeal.
Traditional K-Beauty Turned Modern
Moreover, CJ Olive Young presented a specially curated K-beauty package, The Best K-Beauty Selection, as an official gift to leaders of the participating member countries at the APEC summit. As South Korea’s representative K-beauty platform, Olive Young designed the package to showcase both the authentic appeal and competitive edge of Korean cosmetics, leading to its selection as the official gift for the heads of state.
The K-beauty package featured 17 carefully curated products across key categories — skincare, makeup and personal care. It included reputable items from innovative and trendsetting K-beauty brands that are especially popular across the Asia-Pacific region. The selection spanned from promising indie and small brands to premium labels, embodying the diversity and strength of K-beauty in a single collection. The packaging design drew inspiration from Gyeongju’s Silla Kingdom, one of the ancient kingdoms of Korea, incorporating motifs of the Silla gold crown and traditional Korean knots. Crafted with natural wood and mother-of-pearl, the stunning packaging reflects the refined essence of Korean beauty and artistry.
In addition to the official gifts, Olive Young also contributed around 8,000 K-beauty souvenir sets for government delegates, senior officials and members of the press, further supporting the APEC summit.
Promoting the Spirit of APEC Korea
Meanwhile, CJ CGV — South Korea’s largest multiplex cinema chain — amplified awareness of the APEC summit through a wide-reaching promotional campaign. The company screened APEC advertisements across its theaters in Korea, Vietnam and Indonesia, as well as through outdoor digital billboards supporting the event’s message of unity and collaboration.
In Korea alone, a special APEC promotional video was broadcast in the lobbies of 118 CGV theaters and on 156 theater screens nationwide, ensuring that millions of moviegoers learned about the summit’s significance. Additional displays at Seoul’s most popular landmarks — including COEX Mall, near Seolleung Station and Euljiro-ipgu Stations — engaged the broader public and underscore the country’s pivotal role as this year’s host nation. Overseas, the promotional video aired across 84 CGV theaters in Vietnam and 10 theaters in Indonesia, naturally informing local moviegoers about the APEC summit hosted in Korea.
Through these efforts, CJ CGV strengthened the event’s visibility and further positioned the CJ brand as a key player in connecting culture, media and global dialogue.
CJ Across Borders
As a leader of a diverse array of industries in the Asia-Pacific and across the globe, CJ Group remains dedicated to advancing Korean representation on the global cultural landscape. Through their active participation in APEC 2025, CJ Group and its affiliates successfully showcased the unique yet global appeal of K-culture on the world stage. From the flavorful experiences curated by CJ CheilJedang and the specially curated K-beauty packages presented by CJ Olive Young, to the far-reaching promotional initiatives led by CJ CGV, the group reaffirmed its role as a bridge between South Korea and the world.
