For his first overseas on-site management visit of the year, CJ Group Chairman Lee Jay-hyun traveled to “The CJ Cup Byron Nelson” in Texas, United States, stating that it “must be developed beyond a simple golf tournament into a platform where K-lifestyle can be experienced and enjoyed in the United States.” His direct visit to the site was intended to accelerate expansion of business in the United States, a strategic market for the group, and to call for strengthening global competitiveness.

According to CJ Group on the 25th, Chairman Lee visited The CJ Cup venue for two days starting on the 22nd (local time), inspecting the site as he toured the “House of CJ” as well as booths for Bibigo and Olive Young. This is the first time that Chairman Lee has visited The CJ Cup held in the United States.

Celebrating its 10th anniversary this year, The CJ Cup is a regular PGA Tour event sponsored by CJ Group and was held over four days from the 21st to the 24th. Since last year, the group has been operating the “House of CJ,” a space within the golf course where visitors can experience CJ’s major lifestyle brands. This year, the space was expanded by about 20% from last year to 750㎡ (approximately 227 pyeong), bringing together brand booths such as Bibigo, Olive Young, and Tous les Jours in one place. During this tournament, a record crowd of 240,000 visitors experienced a wide range of K-food and K-beauty products, including Bibigo ramen, the premium distilled spirit “Jari,” and sunblock products.

After completing his on-site inspection, Chairman Lee continued with global business meetings on the third day of the tournament, the 23rd (local time). He met with Robert Kaplan, Vice Chairman of Goldman Sachs, and Ahn Jae-hoon, Country Head of Goldman Sachs Korea, at the CJ Hospitality booth on the golf course to review investment strategies for expanding footholds in the North American market and to discuss business cooperation measures.

Chairman Lee’s visit to the United States is seen as part of efforts to accelerate the group’s push into North America. Buoyed by the spread of K-culture in the United States, he views the present as the optimal time to secure leadership in the North American market. Earlier in Korea, he visited group affiliates and key stores, saying, “This is the last opportunity to leap forward as a global lifestyle-leading company,” and urging, “Approach the preemption of global market demand with an urgent mindset and at high speed.”

CJ Group has expanded its U.S. business since establishing its regional office in the United States in 1978, investing more than KRW 8 trillion to date. CJ CheilJedang, which acquired local food companies such as Schwan’s in 2019, now operates 20 production facilities, while CJ Foodville runs about 200 Tous les Jours stores in the U.S. market. CJ Olive Young plans to open its first U.S. store and a dedicated online mall in Pasadena, California, on the 29th of this month. During this business trip, Chairman Lee is expected to visit the first Olive Young store in person.

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