As part of the CJ Group’s new title sponsorship of the Byron Nelson golf tournament that begins May 2, 2024, the South Korean conglomerate’s food division, CJ Foods, will be a star on the golf course.
Through the sponsorship, CJ Foods will feature a few K-Food favorites under their line Bibigo, which includes everything Korean, from steamed dumplings to entrees like crunchy chicken.
“We think there is a good opportunity for us to connect with our consumers through sports,” said Minsok Pak, CJ Foods CEO, to The News. “This 10-year partnership with Byron Nelson is a wonderful way for us to really establish roots here, given the growth of our business here in the U.S.”
CJ Foods will have Bibigo concessions at the 7th and 18th holes, where people can try some of their products, like dumplings and spring rolls, in addition to other foods with Korean flavors like seaweed snacks and loaded French fries with Korean-inspired brisket. There will also be an option of the trendy smashburger tacos, which were originally inspired by Korean cuisine.
K-Food is one of the most popular options these days in the U.S. National marketing firms AF & Co. and Carbonate said in its Annual Hospitality Trends Report that Korean food is the most trending cuisine in America in 2024.
CJ Foods entered the U.S. market in 2010, and since then it has grown strongly among consumers. By 2022, CJ Foods was the third-largest company in South Korea, surpassed only by Samsung and Hyundai Motors, according to a CJ press note.
“We have some products that are very popular and viral on social media, like the hashtag #bibigo on TikTok, which received over a quarter billion views, and we sold more than 17 million units of it last year,” said Pak. “This is a product we can’t keep in stock; it is that popular right now.”
For Pak, the overall consumer interest in Korean culture, from K-Pop to Korean movies, has contributed to the popularity of K-Food.
“I think American palates are now more adventurous, more open to different flavors,” Pak said.
The 2024 CJ Cup Byron Nelson tournament will be held at TPC Craig Ranch in McKinney from Thursday, May 2, to Sunday, May 5.