From K-food to K-beauty, CJ showcased Korean culture in Milan while championing Team Korea
CJ Group marked a strong presence at the Milano Cortina 2026 Olympic Winter Games as an official sponsor of the Korean Sport & Olympic Committee (KSOC) and the title sponsor of Korea House in Milan.
Located in the heart of the city, Korea House introduced international visitors to Korean lifestyle and culture through CJ’s flagship brands — bibigo, CJ ENM and Olive Young — spanning Korean food, content and K-beauty.
On the slopes, Team CJ snowboarder Choi Ga-on captured Korea’s first gold medal of the Games. Throughout the Olympics, CJ highlighted its Cultural Dream Keeper philosophy, bringing its “OnlyOne” spirit to life alongside Korean culture on the global stage.
Korea House Proves a Massive Hit, Drawing 33,000 Visitors in 18 Days, with 74% of Advance Bookings from Italian Visitors
CJ made an early impact ahead of the official start of the Games. Operating for 18 days from February 5 to 22, Korea House in Milan became a key destination for visitors seeking to experience Korean culture during the Olympics. The venue welcomed approximately 33,000 visitors, with 74% of advance reservations made by Italian speakers and 20% by English speakers — underscoring strong local and international interest.
Building on its participation in the Paris Summer Olympics, CJ joined forces with the Korea Tourism Organization to expand its role as a cultural ambassador. Reflecting the “dailycation” travel trend — where tourists seek to experience everyday life in a destination beyond major landmarks — CJ introduced dedicated spaces for bibigo, CJ ENM and Olive Young, offering immersive Korean food, content and K-beauty experiences.
Visitors engaged with Korean lifestyle through these interactive spaces. The bibigo booth, inspired by a convenience store along Seoul’s Han River, distributed spicy cup noodles throughout the 18-day run, with daily supplies selling out each morning. The CJ ENM space drew crowds with photo zones featuring popular titles including “Bon Appétit, Your Majesty,” “Our Unwritten Seoul,” and the K-pop award show “MAMA AWARDS.” Long lines also formed daily at the Olive Young booth, where visitors sampled lip products and received giveaways.
Korea House maintained a vibrant atmosphere with daily performances of traditional Korean music and K-pop dance, along with group viewing events supporting Team Korea in curling and short track speed skating. On Seollal, the Korean Lunar New Year, a special “Korea Day” event gave visitors the opportunity to enjoy traditional folk games such as jegichagi. By blending sports and culture in one place, Korea House served as a large-scale showcase of Korea beyond the Olympic venues.
Choi Ga-on Highlights the Dream Keeper Philosophy
Team CJ athlete Choi Ga-on captured gold in the women’s snowboard halfpipe, delivering one of the most memorable performances of the Games. The victory marked Korea’s first Olympic gold medal in a snow sport and made Choi the youngest snowboard gold medalist in Olympic history.
Guided by CJ Group Chairman Lee Jay-hyun’s Cultural Dream Keeper philosophy — a long-term commitment to protecting and nurturing young people’s dreams — CJ has sponsored Choi since 2023, when she was a middle school student. Focusing on long-term potential rather than short-term results, CJ supported her overseas training and participation in international competitions, helping create the conditions for her to compete at the highest level. When Choi suffered a serious back fracture in 2024, CJ continued its unwavering support throughout her rehabilitation. Following her return, she won three consecutive World Cup events before reaching the Olympic podium — reflecting CJ’s OnlyOne philosophy of being the first, best and different.
CJ’s backing has extended beyond financial sponsorship to everyday support. During a visit to Korea House on February 14 with her gold medal, Choi thanked CJ for providing Korean food through bibigo. “CJ sent so much Korean food through bibigo that I carried a suitcase full of it,” she said. “Having familiar bibigo meals abroad really helped me manage my condition.” After two falls, Choi delivered her highest score on her third run to secure gold.
Connecting Team Korea Support with Cultural Outreach
The Milano Cortina 2026 Olympic Winter Games brought together CJ’s long-standing sports sponsorship and its efforts to share Korean culture with global audiences. As an official sponsor of the Korean Sport & Olympic Committee (KSOC), CJ supported Team Korea broadly, alongside individual athletes including speed skater Kim Min-sun and snowboarder Choi Ga-on.
To help athletes maintain consistent nutrition in an unfamiliar environment, CJ supplied approximately 30 varieties of Korean ingredients to the delegation’s catering center. Ahead of the Games, CJ also hosted a “bibigo Day” event at the Taereung and Jincheon Training Centers, serving special meals to athletes and coaching staff. In addition, Olive Young provided travel kits featuring K-beauty essentials to all national team members — another example of CJ’s Dream Keeper approach in supporting athletes’ daily needs.
Supported by these initiatives, Team Korea finished 13th overall, earning three gold, four silver and three bronze medals.
“Inside the venues, we saw the determination and achievements of Team CJ athletes, and outside, Korea House helped introduce Korean culture to visitors throughout the Games,” said a CJ representative. “Building on Paris and Milan, we will continue to play our part at the Los Angeles 2028 Olympic Games, supporting both sports and cultural engagement on the global stage.”
