The News
CJ Foods has announced that bibigo, its top Korean food brand in the U.S., will provide Korean culinary experiences at the CJ CUP Byron Nelson 2026 tournament in McKinney, Texas. The event runs from May 20-24 and includes an interactive booth, concessions, and on-site events. The bibigo Zone is located inside House of CJ, featuring a replica of a bibigo Mandu and social media engagement opportunities. Customized concessions at Holes 7 and 17 are created with renowned chefs using bibigo products.
The CJ Cup Byron Nelson 2026 will host a showcase for CJ Foods, featuring its Korean‑food brand bibigo and debuting its new traditional liquor jari. The event draws more than 115 000 guests at the McKinney course.
Korean food imports rose 12 % in 2023 to $678 million, yet soju still represents less than 2 % of U.S. spirits sales. Asian‑inspired spirit launches grew 18 % in 2025 versus only 4.5 % for the category as a whole. These figures show that popularity for Korean cuisine does not automatically translate into demand for traditional liquors.
Distribution is limited to the tournament’s House of CJ and concession stands on holes 7 & 17; there is no U.S. retail or wholesale channel yet, and the official launch is slated for Q3 2026. Distributors who already carry bibigo products should monitor post‑tournament sales data to determine whether buzz justifies a broader rollout. If demand proves robust, the existing 30 000-store footprint of bibigo could provide an efficient distribution backbone for jari’s future expansion.
On‑premise operators have a short‑term opportunity to pair Korean dishes with cocktails such as Black Seoul or Rice Soju Spritz during the event. Because jari is not yet available beyond the tournament, bars cannot stock it for regular service; they can only use it as a marketing hook while the tournament window remains open. Operators who misread the PR and risk ordering inventory that will never sell.
The partnership gives bibigo exposure to a large audience, but the data indicates that converting culinary curiosity into sustained spirit consumption is challenging until jari moves beyond the event, enters broader U.S. distribution.
Original Press Release
CJ Foods has announced that bibigo™, its No. 1 Korean food brand in the U.S., is delivering a vibrant and delicious array of Korean culinary experiences at THE CJ CUP Byron Nelson 2026, a PGA Tour tournament. Taking place at TPC Craig Ranch in McKinney, Texas from May 20-24, the brand is operating under the campaign theme "Unlock Korean Flavor, Unpack bibigo." Throughout the tournament, bibigo has prepared a dynamic lineup of activations, including an interactive brand booth, curated concessions, and engaging on-site events for visitors.
At the heart of the experience is the bibigo Zone, located inside CJ Group's cultural hub, House of CJ, and creatively inspired by an oversized pantry. Here, visitors can explore the full lineup of bibigo products and take Instagrammable selfies alongside a giant replica of a bibigo Mandu product. The booth also offers high-energy engagements; visitors who follow bibigo on social media can taste authentic bibigo Ramyun at the Ramyun Bar, participate in the "Say It Korean" TikTok Challenge, and enter a lucky draw to win a variety of exclusive brand giveaways.
Beyond the interactive booth, bibigo is elevating course dining with customized concessions at Holes 7 and 17, offering fans a fresh Korean food experience through exclusive menus created in collaboration with renowned chefs using bibigo products.
Inspired by the lively atmosphere of Seoul's iconic Hangang Park, the Hole 7 concession is designed as a casual dining where fans can enjoy incredible flavors while watching the tournament action unfold. This location also features special appearances by culinary stars who will demonstrate their collaborative dishes on-site. Chef Yong-wook Yoo, known for his appearance on the second season of Culinary Class Wars, visits on May 21 and 22. He will be followed by Chef Junghyun Park of the two-Michelin-starred New York restaurant Atomix on May 23, and Iron Chef winner Chef Beau MacMillan on May 24.
Meanwhile, the Hole 17 concession on the back nine operates as a convenient bibigo grab-and-go station. Here, visitors can easily purchase signature Korean food creations by Chef Beau and Chef Yoo. To give fans a true taste of Korea's signature bold heat, each chef's menu is offered in both original and spicy flavor options. Both concession locations feature exciting events where fans can get bibigo giveaways.
The exclusive menu items available at the Hole 7 and 17 bibigo concessions include:
Kimchi Nachos (Holes 7 & 17)
Tex-Mex Style Crunchy Mandu (Hole 7)
Korean-Style Crunchy Glazed Chicken (Holes 7 & 17)
Kimchi Cheese Rice Balls (Holes 7 & 17)
Chef Yoo's Kimchi Pork Tacos (Hole 7 on May 21-22)
Chef Yoo's Gochujang Pork Taco (Hole 17)
Chef Park's Korean-Style Chicken with Rice (Hole 7 on May 23)
Chef Beau's Red Dragon Sauce Mandu (Holes 7 on May 24 & 17)
Adding an exclusive touch to this year's tournament, THE CJ CUP Byron Nelson serves as the special debut stage for "jari," a premier traditional Korean liquor brand introduced by CJ Foods. Ahead of its official U.S. launch in the second half of the year, golf fans get to have the rare opportunity to be among the very first to experience these unique beverages, perfectly paired to complement the bold flavors of the bibigo menu. Available at the House of CJ's jari booth and both bibigo concession stands, the exclusive cocktail menu features the Black Seoul, Pear Penicillin, Rice Soju Spritz, and Rice Soju Rickey – all expertly crafted with authentic traditional Korean liquors such as Moonbaesool and Gamuchi Soju.
"We are thrilled to bring the vibrant, bold flavors of authentic Korean cuisine to THE CJ CUP Byron Nelson once again," said CJ Foods Global CMO Jin Kim. "By combining interactive fan experiences, world-class chef collaborations, and the exciting debut of our new traditional liquor brand, we aim to offer golf fans an unparalleled culinary journey that truly unlocks the essence of K-Food."
About bibigoFounded in 2010, bibigo Korean-style foods are part of a global brand created by CJ Foods, which is Korea's No. 1 food company. In the U.S., bibigo products are distributed by CJ Schwan's, a U.S.-based affiliate of CJ Foods. With more than 70 years of experience, CJ has proudly been delivering flavor to dinner tables since 1953. The bibigo brand line-up includes a full assortment of snacks, appetizers and meal items. bibigo products are sold across around 80 countries globally.
About CJ FoodsCJ Foods, a business unit of CJ CheilJedang, is a global food company delivering a variety of products ranging from foodstuffs and frozen/chilled foods to appetizers. As the largest food company in Korea for decades, CJ Foods is now leading the global food industry with its renowned Korean food brand "bibigo." The company operates in multiple regions worldwide including South Korea, the U.S. (as CJ Schwan's), Japan, China, Southeast Asia, Europe, and Oceania.
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Source: PR Newswire