CJ Group, the Korean conglomerate behind an army of lifestyle brands, is bringing back House of CJ, a massive 8,000-square-foot multi-sensory experience where visitors can explore the vibrant world of K-beauty, K-food, K-spirit and K-cinematic technology, to the CJ CUP Byron Nelson PGA tournament at TPC Craig Ranch in McKinney, Texas.
Strategically set along the 18th hole fairway, golf fans can step off the fairways and into the heart of Korean culture. This immersive space opened May 20, continuing through May 24 from 9 a.m. CT to 5 p.m. CT and will feature:
- K-Beauty: Olive Young, Korea’s premier health and beauty retailer presents a Protection and Recovery Care station. Designed to keep fans hydrated and shielded from the Texas sun, the activation offers essential suncare solutions, with opportunities to win exclusive Olive Young field hats and soothing face sheet masks.
- K-Food: Indulge in the bold flavors of bibigo ramyun alongside freshly baked pastries and premium coffee from Tous les Jours. Win a personalized bag of bibigo mandus after joining a trending TikTok Challenge or capture the perfect moment at the immersive, larger-than-life mandu photo wall.
- K-Cocktails: Experience the new Korean premium spirit brand jari ahead of its official U.S. launch in the second half of this year by sampling a menu of four distinct, handcrafted cocktails that showcase the sophistication of modern Korean cocktail culture.
- K-Cinematic technology: Step into a 270-degree panoramic cinematic journey watching a rotation of concerts, trailers and film highlights, including the highly anticipated glimpses of Toy Story 5, Star Wars: The Mandalorian and Grogu, and Spider-Man: Brand New Day.
“House of CJ is a unique space that allows us to build authentic connections with our customers. For a diversified organization like CJ, this experience creates a powerful synergy where our culinary, beauty, and entertainment brands can come to life together,” said Ethan Kim, head of sports marketing at CJ Group. “By leveraging the universal language of sports, we not only strengthen our presence globally but also our ties to the local North Texas community.”
Recognized by the PGA Tour for “Best Title Sponsor Integration” in 2025, The CJ Cup Byron Nelson serves as a premier showcase for CJ Group. The award celebrates the integration of CJ Group’s lifestyle heritage with golf, establishing a new gold standard for title partnerships.
Beyond the competition, the tournament continues its legacy of philanthropy. Since 1968, the tournament raised more than $196 million to support the Momentous Institute, supporting the mental health of children, families and communities.
In a continued pledge to the Institute, CJ Group will continue to donate $1,000 for every birdie made on the tournament’s signature par-3 17th hole, “Ranch 17.” CJ raised a total of $180,000 for Momentous Institute programs in 2024 and 2025.
Furthermore, CJ Group remains dedicated to nurturing the next generation of champions through the Bridge Kids initiative, paring local junior golfers with PGA Tour professionals. Signaling a new chapter in their youth advocacy, CJ Group is proud to officially sponsor the prestigious Byron Nelson International Junior Golf Awards for the first time this year. The top junior golfer will be presented with the Jay Lee Award on May 23.
The tournament further expands its reach with the debut of a Northern Texas PGA Foundation Scholarship, a testament to CJ’s commitment of active community engagement. Combined with these expanded junior initiatives, this scholarship reinforces CJ’s focus on deepening its bond with the local community.
