Samsung, CJ, Naver and others ramp up Team Korea marketing for 2026 Milan-Cortina Olympics

Figure skater Cha Jun-hwan poses for an official profile shoot with Samsung Electronics. [Photo=Korean Sport & Olympic Committee]

The Korean Sport & Olympic Committee’s official sponsors are rolling out marketing campaigns to back South Korea’s Olympic team, known as Team Korea, for the 2026 Milan-Cortina Winter Olympics.

According to the committee on Wednesday, Samsung Electronics, an International Olympic Committee partner, used the Galaxy S25 Ultra to shoot official profile photos of Team Korea athletes competing at the Games. The photo and video shoots highlighted each athlete and sport.

Beer sponsor OB Beer’s Cass brand is supporting Team Korea through its “Our unforgettable story” campaign. Cass provided cheer gifts to athletes and is serving the Cass Fresh family as the official dinner beer at Korea House in Milan, while running an on-site booth for visitors and overseas fans. In South Korea, it is also promoting social media sharing of medal moments and running Olympics-linked promotions at major venues nationwide.

Official partners are also active. CJ is the title sponsor of Korea House in Milan, introducing Korean culture to visitors, and is supplying food to a meal-support center operating at the Olympic site to help athletes maintain their condition with Korean dishes. Ahead of the Games, CJ held “Bibigo Day” events at the Taereung and Jincheon national training centers. Olive Young produced a travel “K-beauty kit” and provided it to all athletes who attended the team’s send-off ceremony.

Woori Financial Group displays a message supporting Team Korea. [Photo=Korean Sport & Olympic Committee]

Naver, the Milan-Cortina Winter Olympics’ new-media broadcaster, is streaming all events on Naver Sports and Chzzk and is running a special Olympics page. The page posts photos and videos of all Team Korea athletes to help the public follow their stories and support them.

Woori Financial Group is delivering support messages through TV ads, social media and outdoor advertising. Singer IU, the group’s advertising model, narrates a commercial titled “South Korea’s national team financial group,” showing people cheering for national team athletes in everyday settings. Eight affiliates are also running a customer-participation event during the Olympics to boost public interest in the team.

Dunamu (Upbit) is airing a TV ad with its official model, figure skater Cha Jun-hwan, supporting all 71 Team Korea athletes. It also linked athlete support with winter-sports development through a bitcoin donation and is running an in-app Team Korea quiz event.

CJ held ‘Bibigo Day’ events at the Taereung and Jincheon national training centers ahead of the Games. [Photo=Korean Sport & Olympic Committee]

Best Sleep, the official partner in the bed-and-mattress category, supplied mattresses, pillows and bedding to Team Korea’s accommodations in Milan to help athletes rest in an unfamiliar environment. It also held events providing bedding to athletes at the Jincheon, Pyeongchang and Taereung national training centers.

SK Telecom introduced digital-based Team Korea support content, including V Coloring. Paris Baguette produced Team Korea support posters and photo cards and displayed them at stores nationwide.

KOC President Ryu Seung-min said the campaigns are Olympic marketing activities carried out “in an official capacity” by companies that have signed sponsorship agreements with the committee.

“Through this cooperation, we were able to responsibly deliver Team Korea’s challenge and the values of the Olympics to the public,” Ryu said. He added that the committee will continue working with sponsors to create a fair, healthy Olympic marketing environment and to support South Korea’s athletes so they can perform at their best on the international stage.

* This article has been translated by AI.

Kang Sang Heon ksh@ajunews.com