'Hwang Sun-woo X Hongten X Ahn Byung-hoon Sponsor'CJ. Korea House K-Culture X Rice Sim is also responsible for it

Jul 18, 2024

CJ Group (hereinafter referred to as CJ), the official partner of the Korea Sports Association, will appear as a national representative of 'K-Culture' at the Korea House for the 2024 Paris Olympics.

CJ announced on the 18th that it will support Korean food products to Team Korea's team at the 2024 Paris Olympics (July 26 to August 11) to strengthen its medal challenge and promote Korean culture and food at the Korea House throughout the competition.

CJ has been connecting with the Korean Sports Council for seven years and has supported both sides of the national team. CJ CheilJedang has been responsible for the 2018 Pyeongchang Winter Olympics, the 2018 Jakarta-Palembang Asian Games, the 2021 Tokyo Olympics, and the 2022 Beijing Winter Olympics after signing an official sponsorship contract by the Korea Sports Council in 2017.

In 2023, CJ Co., Ltd. became the first-class official partner (holding division) of the Korea Sports Council, further expanding its support. The Jincheon National Training Center held 'Bibigo and Gourmet Day' to provide special meals to players in training, and CJ's various foods such as rice, stew, side dishes and snacks were provided through booths in the athletes' village at the Hangzhou Asian Games site. Thanks to CJ, which is strong enough to 'sponsor of rice', players can easily enjoy 'simple Korean food' whenever they miss Korean food in other countries.

At the Paris Olympics site, CJ will also provide a wealth of food to boost Team Korea's morale. CJ CheilJedang delivered a 'Bibigo Package' to appeal to MZ national teams, including bon galbi soup, royal gyoza, whole shrimp dumplings, and rice tteokbokki, at the media day event of the swimming national team held at Jincheon National Training Center in June. During the Olympics, Korean food will be prepared for Team Korea players in the Korea House athletes' lounge at all times.

CJ also plays a pivotal role in the largest Korea House ever. The Ministry of Culture, Sports and Tourism and the Korea Sports Association have set up the largest Korea House ever in Paris as a mecca for art and culture. A three-story detached building with a total floor area of 3,500 pyeong was leased near the Eiffel Tower in downtown Paris. It will be widely used as a K-culture that encompasses culture, art, and tourism, as well as support for the team and promotion of K-sports. CJ will participate as the title sponsor of the Korea Sports Council Paris Korea House. He plays the role of a national representative in the 「National Public Relations Center" to promote Korean culture and food to visitors from all over the world. CJ jointly develops key visuals with the Korea Sports Council of Korea House, conducts joint marketing collaborations such as on-site promotion and global digital expansion, and operates the CJ Group 'CJ Group Hall' and 'Bibigo Zone' dedicated space for promotion of CJ Group and Bibigo in Korea House, delivering the message that CJ is the best K-culture icon'.

CJ Group will implement the products and contents of CJ Group (K-Food, K-Beauty, K-Drama, K-Movie, and K-Pop), which are popular worldwide, with videos, images, poster walls, and photo booths to convey that K-culture through CJ is with people around the world's daily lives. Bibigo John will provide a Korean food experience space through 'K-Street Food', which is popular in Europe, with Korea's 'market' as a motif.

CJ Cheil Jedang's Korean food globalization project 'Cuisine K.K.' will be in charge of dinner at the opening ceremony of the Korea House on the 25th. Quizin K is a project launched by CJ CheilJedang in May 2023 that will allow people around the world to enjoy Korean food more than once or twice a week" is a project that has discovered and fostered promising Korean chefs in accordance with the philosophy of Chairman Lee Jae-hyun. Young Korean chefs will introduce the taste and style of Korea to VIPs from around the world who gathered to celebrate the opening of the Korea House.

CJ is the most prominent private company at the Paris Olympics amid the crisis in elite sports and the sharp decline in support from large corporations for amateur sports. It is continuing to support basic amateur sports as well as professional sports. Since 2010, he has sponsored winter sports such as freestyle Mogulski, skeleton, and snowboarding, and currently supports 34 athletes in seven sports, including swimming, breaking, tennis, and track and field (put shot). At the Paris Olympics, aces representing each event, including Hwang Sun-woo (Swimming), Ahn Byung-hoon (Golf), and Kim Hong-yeol (Breaking), will challenge for medals under the name of TEAM CJ. CJ CheilJedang, which is leading the development of the entire event through sponsorship of the sport and the federation, has formed an official partnership with the Korea Swimming Federation in June last year and the Korea Skating Union in November to sponsor various products for athletes' off-season training and various competitions.

sky4us@sportschosun.com