CJ Group Chairman Lee Jae-hyun Reviews North American Strategy, Promotes K-Lifestyle

CJ Group Chairman Lee Jae-hyun has been actively overseeing the company’s North American K-lifestyle strategy by visiting key business locations in the United States. This management initiative, which began at the CJ Cup in Texas, has extended to Minnesota and California, signaling a commitment to intensify efforts in the U.S. market through a synergy of food, beauty, and content sectors.

On May 31, CJ Group announced that Chairman Lee inspected the first CJ Olive Young store in Pasadena, Los Angeles, on May 29, where he discussed plans for expanding North American operations. He was accompanied by key executives, including Kim Hong-ki, CEO of CJ Corporation; Lee Sun-jung, CEO of CJ Olive Young; and Lee Sun-ho, head of the Future Planning Group at CJ Group. Lee stated, "The opening of the first Olive Young store in the U.S. is not just about launching a single store; it marks our first step into the world's largest market and a great beginning for our global expansion. We must spread a healthy and stylish lifestyle culture among American consumers."

He particularly urged on-site employees to take pride in their role as a bridge to discover capable small K-brands and help them grow into global mega brands, thereby establishing a sustainable K-beauty ecosystem. The Pasadena store features products from 400 brands, with a majority being from small and medium-sized enterprises. CJ plans to establish a core market for Olive Young in California before gradually expanding into the eastern and midwestern regions. The company is also exploring ways to create synergies with its food and entertainment businesses, including Bibigo, Tous Les Jours, and KCON.
   
Earlier, Lee visited CJ CheilJedang's North American subsidiary in Minneapolis, Minnesota, for the first time since acquiring the frozen food company Schwans in 2019. During this visit, he emphasized the importance of synergy across the company’s diverse sectors, stating, "CJ is a 'life company' with numerous characteristics, including food, beauty, style, and convenience. It is crucial that we work as one team to create synergy. We must aim to be the number one company in the food market based on our Only One spirit, which focuses on being the first, the best, and differentiated."

After tasting the new 'Crunch Time' pizza, which cooks in just five minutes in a microwave, he remarked, "I want to offer customers a product that is cheaper, more convenient, and of better quality than delivery pizza, allowing them to save real money. This is the direction we need to pursue." He expressed confidence, stating, "By the end of this year, I am certain that we will be the fastest-growing company among U.S. food businesses."

Lee also drew attention with gifts he presented at both locations. He gave Olive Young face masks and sunscreen to employees in Minnesota and a Tous Les Jours cake to staff at the LA Olive Young store. He emphasized, "CJ is not just a cosmetics company; we also sell food. We are a lifestyle company that showcases trendy lifestyles to our customers."

Additionally, Lee reviewed expansion plans for CJ Foodville, CJ ENM, and CJ Logistics in North America. He is expected to remain in the U.S. until early next month to assess the competitiveness of future content businesses, such as ScreenX and 4DX, and to discuss global collaboration opportunities with industry stakeholders in the content and media sectors.