CJ: The Korean Wave’s Driving Force Making Waves in US Sports and Culture
Have you noticed the "CJ" patch adorning the Los Angeles Lakers’ jerseys? It’s a subtle yet powerful symbol of a global lifestyle company that’s rapidly infiltrating the U.S. market. CJ, the name behind the immensely popular K-food brand known for its delectable Mandu dumplings, is orchestrating a captivating wave of K-culture brands, spanning technology to beauty, across America. Their strategic moves extend beyond grocery shelves and into the realm of high-profile sports events, solidifying their position as a major player in the American cultural landscape.
Last summer, CJ made a notable splash in Paris with "Korea House," a pop-up experience that coincided with the city hosting some of the world’s most elite athletes. This temporary showcase served as a beacon, drawing attention and sparking curiosity. People wondered: Who is CJ, and what are they trying to achieve?
The CJ story began in 1953 as a humble food company. From those modest beginnings, it blossomed into a global lifestyle brand, venturing into diverse industries with a vision: to enrich lives through health, happiness, and convenience via its offerings. This groundbreaking concept resonated across food, retail, and entertainment, paving the way for CJ’s international triumph. Looking ahead, the company aims to invite U.S. consumers to fully embrace life, one delicious dumpling at a time.
CJ’s success in the U.S. is inextricably linked to the Korean Wave, or K-wave – a cultural phenomenon encompassing K-food, K-beauty, and K-content. The company’s multi-faceted strategy has garnered praise from business analysts, who commend its adeptness in leveraging entertainment and, increasingly, sports, to bolster brand awareness and consumer engagement.
Recognizing the widespread appeal of dumplings in the U.S., CJ strategically capitalized on this entry point to K-food, subsequently expanding its portfolio to include other Korean culinary staples like soups and kimchi. In 2019, CJ took a significant step by acquiring Schwan’s, a prominent frozen food company. This strategic acquisition streamlined nationwide distribution. Furthermore, the company acquired DSC Logistics (formerly under DHL) to fortify its logistics infrastructure across North America.
However, CJ’s ambition transcends the culinary realm. Recognizing the power of K-beauty, the company introduced Olive Young, Korea’s leading health and beauty retailer, to U.S. consumers. Business experts laud Olive Young’s ability to respond swiftly to retail trends, setting new standards and supporting independent beauty brands.
CJ ENM, the company’s media arm, has propelled CJ into the spotlight with blockbuster hits such as "Parasite," "Broker," and "Crash Landing on You," solidifying K-content’s place in the mainstream. These culture-driven consumer engines have generated significant interest, which CJ is now channeling into the sports arena.
Demonstrating its commitment to sports marketing, CJ was named the title sponsor of the PGA TOUR’s long-running Dallas-area event, now known as THE CJ CUP Byron Nelson. Wookho Kyeong, CMO of CJ Corporation, emphasizes the strategic importance of this partnership. "The PGA TOUR platform allows us to connect and bond with both consumers and business partners," he explained. "Dallas’ diverse demographic background is attractive for CJ. Geographically, the central time zone is the icing on the cake, being able to cover both East and West of the U.S. effectively."
The 10-year deal allows CJ to honor Byron Nelson’s legacy. At this year’s event, the 15th hole showcased his illustrious career, while the reimagined 17th hole, now named Ranch 17, paid tribute to Nelson’s post-retirement aspiration of becoming a rancher.
Beyond these heartfelt gestures, CJ offered golf fans an immersive K-culture experience. Attendees had the opportunity to savor Korean crunchy chicken and explore K-culture firsthand at three concession stands around the course and at the House of CJ.
The ‘House of CJ’ provided a comprehensive showcase of CJ’s diverse lifestyle brands. Olive Young, CJ ENM, SCREENX (a multi-projection theater tech company), and TLJ (Tous les Jours, a French-Asian bakery) were all featured. Food, culture, sports, and business converged in this unique space.
Within the 6,727-square-foot hall at THE CJ CUP, fans could immerse themselves in the latest trends in Korean lifestyle. An estimated 14,000 fans interacted with the space, expressing their delight in experiencing CJ’s brands in a cohesive environment. Olive Young presented a chic powder room stocked with K-beauty products, while CJ ENM offered engaging K-pop content. SCREENX showcased cutting-edge K-movie tech with its interactive movie screening system. TLJ provided a delectable array of French-Asian pastries, drinks, and baked goods. Attendees could even sample cocktails inspired by Moonbaeju, a traditional Korean liquor.
Visitors praised the House of CJ’s vibrant atmosphere and its delicious food offerings. Feedback included comments such as "We love every bit of Korean culture. The dumplings were amazing," and "The whole experience was colorful, flavorful, and full of good vibes."
CJ’s integrated strategy has clearly resonated with American consumers and sports enthusiasts. Last year, the event attracted approximately 160,000 spectators. This year’s attendance surged to around 180,000. This impressive growth demonstrates the significance of CJ’s presence in Dallas, both in the sports arena and the business world.
Looking ahead, CJ is poised to capitalize on the rising popularity of K-culture in the U.S. Its dumplings have become the top-selling brand in the Asian food category – a remarkable achievement for K-food.
CJ’s integrated strategy has proven to be far more impactful than a collection of individual successes. The company has effectively fueled a comprehensive K-wave that is captivating the world.
To delve deeper into CJ’s portfolio of brands, visit english.cj.net.
