Beyond Bibigo, CJ Tests Premium Korean Spirits At Byron Nelson

BusinessSportsMoneyBeyond Bibigo, CJ Tests Premium Korean Spirits At Byron NelsonByMike Dojc,Contributor.Forbes contributors publish independent expert analyses and insights. Mike Dojc is a South Carolina-based journalist who covers golf. Follow AuthorMay 22, 2026, 01:31pm EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.MCKINNEY, TEXAS - MAY 21: Si Woo Kim of South Korea hits a tee shot on the 13th hole during the first round of THE CJ CUP Byron Nelson 2026 at TPC Craig Ranch on May 21, 2026 in McKinney, Texas. (Photo by Mike Mulholland/Getty Images for The CJ Cup)Getty Images for The CJ CupOutside of golf’s four majors, where dart-throwing approach shots and chip-in birdies suck up most of the oxygen, many annual PGA Tour stops quietly serve a second purpose beyond crowning a champion on Sunday afternoon.The Genesis Invitational provides Hyundai’s luxury Genesis marque an al fresco showroom alongside Riviera’s eucalyptus-lined fairways and in front of millions of television viewers. The Travelers Championship doubles as a sprawling corporate hospitality machine for the insurance giant. The RBC Canadian Open reinforces the cross-border reach of one of North America’s largest banking brands. Even the Charles Schwab Challenge functions as a four-day advertisement for wealth management services and retirement portfolios.At this week’s CJ Cup Byron Nelson, CJ Group is selling something a little different: a gateway to the world of Korean food, hospitality and culture. The South Korean conglomerate, whose Bibigo logo already rides along PGA Tour broadcasts on the polos of players like Sungjae Im and Si Woo Kim, is using its title-sponsored event at TPC Craig Ranch outside Dallas as a laboratory for K-culture exports to the American market.Alongside Korean fried chicken, mandu dumplings and DJ-fronted hospitality areas, CJ is introducing jari, a premium Korean distilled spirits brand, as part of a b...