CJ introduced its K-lifestyle content, including K-food, K-beauty, and K-pop, to global cultural and artistic figures visiting South Korea for the prestigious art fair, Frieze Seoul 2026.
On September 2, CJ held the 'CJ Night in Celebration of Frieze Seoul' at the Leeum Museum in Seoul, attended by over 400 guests from the art and cultural sectors, as well as business leaders.
This marks the third time CJ has organized the CJ Night event during Frieze Seoul, following similar events in 2022 and 2024. This year, the event not only facilitated exchanges among cultural figures but also showcased the content and brands of CJ's major affiliates, highlighting various collaboration opportunities.
CJ CheilJedang and CJ Foodville prepared a food and beverage program centered around K-food. They featured dishes from CJ CheilJedang's Korean cuisine talent development project 'Cuisine. K,' along with products from the global Korean food brand 'Bibigo' and CJ Foodville's bakery brand 'Tous Les Jours.' Cocktails made with CJ CheilJedang's K-spirits 'jari' were also served.
Spaces were created to experience K-beauty and art. The 'K-Style Zone' showcased CJ Olive Young's beauty care service 'Skin Scan' and key products from CJ OnStyle. The 'K-ART Zone' featured major catalogs from the Leeum Museum and an exploration of the works of artist Gu Jeong-a.
The performance program included elements of K-pop and other aspects of Korean popular culture. Park Geon-wook and Seok Matthew from the group ZEROBASEONE hosted the event, which featured performances by beatboxer Wing, ZEROBASEONE, and Hwasa.
Attendees included CJ Vice Chairperson Lee Mi-kyung, along with executives from CJ ENM, CJ CheilJedang, and CJ Olive Young. International guests included Maya Hoffmann, founder of the European Art Foundation Luma, Jo Ryan, director of the Hammer Museum in Los Angeles, and Jessica Morgan, director of the Dia Art Foundation in New York. Artists Lee Ufan, Seo Do-ho, and Gu Jeong-a, architect Cho Min-seok, director Baz Luhrmann of the film 'Moulin Rouge,' Hollywood actor Noah Centineo, and X JAPAN leader Yoshiki were also present.
A CJ representative stated, 'CJ Night is an opportunity for global cultural and artistic leaders to directly experience Korean culture and lifestyle, fostering new inspiration and exchanges. We will continue to expand touchpoints to integrate K-lifestyle into the daily lives of people worldwide.'
* This article has been translated by AI.
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