Korea’s first PGA tour 'THE CJ CUP @ NINE BRIDGES (THE CJ CUP)’ has let the world know of the CJ brand once again by successfully completing its second tour. CJ Group (Chairman Lee Jay-Hyun) announced that THE CJ CUP, which was held for 4 days starting October 18 at the Club Nine Bridges (Jeju), was broadcasted to 1 billion households in 226 countries worldwide, and over 40,000 people came to see the actual tournament.
▲THE CJ CUP bibigo booth
|THE CJ CUP introduces the whole world to the CJ brand and Korean food!
CJ Group reviewed that THE CJ CUP has served as a ‘sports and cultural platform’ to introduce the entire world to the CJ brand and spread the K-Lifestyle everywhere. It turned out that the chairman Lee Jay-Hyun stayed at the venue throughout the tournament with the PGA officials to make sure the event was a success.
The smooth operation, world-caliber course and all kinds of entertainment garnered great attention. Not only the PGA Tour officials but also international press gave overwhelming praise to the tournament, claiming that it went ‘perfectly.’ “The course at NINE BRIDGES is as good as any other PGA Tour course,” said Jason Day (Australia), World Number 1 in the World Golf Ranking. The spectators went to the course early in the morning to watch the world-renowned golfers in action and experienced a feast for the eyes, enjoying all kinds of events and sponsorship brands at the venue.
The main sponsor bibigo, which is a Korean food brand, set up the ‘bibigo Tasty Road’ booths in four main spots of the course as well as Gallery Plaza and Expo Zone, offering the main dishes via finger foods. In particular, ‘bibi-cone,’ which is bibimbap made in the shape of an ice cream cone, was the signature dish at the tournament that proved to be a huge hit and had already sold out in the morning.
Chairman Lee visited the bibigo booth with the management during the tournament to receive a report on global marketing activities and encourage the employees on site. He claimed that ‘bibi-cone’ was a good idea that can increase accessibility to Korean food, and requested that they also develop Korean snacks like burgers or sandwiches so that foreigners can enjoy Korean food more easily. Chairman Lee also told the management to “use THE CJ CUP as a business event to promote the status of ‘Global CJ.’” Accordingly, CJ invited global partners including DSC Logistics from the US, which CJ has recently acquired, and introduced the competencies of CJ Group in successfully hosting a world-renowned sports event.
|Sponsors also expressed satisfaction with Korea’s first PGA Tour
Since this was the second time hosting the tour, the sponsors also seemed to be even more satisfied. The number of sponsors for THE CJ CUP increased from 18 last year to 23 this year. The global brands used this tour as a venue for PR, and golf companies as a foothold for overseas expansion.
“The first tournament last year proved to be a success, and the fact that this is Korea’s only PGA Tour made it more meaningful, which is why we chose to sponsor it,” said an official from sports brand Oakley, which participated in THE CJ CUP for the first time. “We’re holding various events that are well received by customers, which will be really good for our promotion.” Korean golf brand JDX had participated last year and saw a 10% sales growth as a result, and this year, the brand has decided to participate again. With THE CJ CUP, the brand got the chance to sponsor PGA golfers Seong-jae Im and Gyeong-hun Lee, and is also preparing to participate in the PGA Tour held in the US next year.
Jeju was filled with festivities and excitement during the tournament. Many spectators came to watch the tour, and there were other events also scheduled and the flights were added during the same period in Jeju, which vitalized the entire island. In addition to last year’s Jason Day and Adam Scott, this year’s World Number 1 of 2018 PGA Tour Brooks Koepka (US) and 2016 Masters Tournament champion Danny Willett (England) participated as models to actively promote Jeju to golf fans. The promotional video features Koepka catching yellow porgy from the ocean around Jeju and Willett enjoying a tour of Jeju Stone Park, and this video was broadcasted to 1 billion households during the tournament period.
As Korea’s only official PGA Tour, the event saw the biggest turnout of volunteers (783 persons) among all golf tournaments held in Korea, making this tour a huge success. The volunteers were given the title ‘TEAM 79,’ meaning that they are considered to be the 79th player of the tour in addition to the 78 golfers participating.
“CJ Group is using this tour as a foothold for ‘World Best CJ’ to become No. 1 in at least three businesses by 2030, beyond seeing it as just a sports event,” said Gyeong Wook-Ho, Vice President of CJ Marketing Department which oversaw management of the tournament. “We’re planning to promote Korea and CJ through the tournament by improving its level and quality based on continued investment and support.”