CJ Cup Byron Nelson Opens May 21 in Texas With Scheffler, K-Culture Showcase

Scottie Scheffler, last year’s PGA Tour CJ Cup Byron Nelson champion. [Photo=CJ Group]

CJ Group-sponsored PGA Tour event The CJ Cup Byron Nelson will be played May 21-24 at TPC Craig Ranch in McKinney, Texas.

The tournament will offer a $10.3 million purse (about 15.16 billion won) and is a full-field regular-season PGA Tour event with 144 players. The winner earns 500 FedExCup points and a two-year tour exemption, along with entry into that year’s signature events and next season’s Players Championship, plus spots in the major championships.

First held in 2017, The CJ Cup has positioned itself as a global sports-and-culture platform promoting Korean food and culture. Last year, the PGA Tour honored it with a “Best Title Sponsor Award,” citing how effectively the sponsor’s brand identity and philosophy were integrated into the event.

Last year’s tournament also drew attention when Kai Trump, granddaughter of U.S. President Donald Trump, visited the venue at CJ Group’s invitation. She watched play featuring Scottie Scheffler, Jordan Spieth and Si Woo Kim, then toured the “House of CJ,” a promotional complex near the 18th-hole fairway designed to showcase K-lifestyle experiences. CJ said she showed strong interest in Korean food and cosmetics.

CJ Group promotes K-culture to golf fans worldwide through the House of CJ. [Photo=CJ Group]

Building on that response, organizers will expand the House of CJ this year. Located in the gallery plaza, it will cover 750 square meters (about 227 pyeong), about 20% larger than last year, and will add interactive features such as augmented-reality experiences and digital challenges. On-site attractions will include a CJ Olive Young K-beauty experience zone, CJ ENM music content, ScreenX screenings, K-cocktail tastings and Tous Les Jours bakery samples. CJ will also debut a new brand, “Durumi,” to gauge global reaction to Korean street food.

The bibigo concessions, another signature feature, will operate at the seventh and 17th holes. The seventh hole will follow a “chef’s dining” concept with menus developed with star chefs, while the 17th will highlight spicy special items and events. Defending champion and world No. 1 Scheffler drew notice last year when he said, “It was raining and it was a tough day, but Korean food helped me keep going.”

CJ will also continue its corporate social responsibility programs. Its “Bridge Kids” junior golf development initiative, launched in 2017, will run again this year, with 16 selected junior golfers receiving mentoring such as one-point lessons from PGA Tour players and trying bibigo lunch boxes. In addition, a “Birdie Charity Program” will donate $1,000 for each birdie at the 17th hole to support mental health programs for local children and teenagers.

The tournament’s distinctive winner’s trophy is also a focal point. Inspired by the metal-type book “Jikji,” the trophy is made in Hangul, with past champions’ names — including Tiger Woods and Jack Nicklaus — engraved in Korean.

* This article has been translated by AI.

Kang Sang Heon ksh@ajunews.com