The PGA Tour's THE CJ CUP Byron Nelson, which concluded Sunday in McKinney, Texas, drew a crowd of 240,000 spectators over five days, setting a new attendance record for the tournament.
The milestone came in the year Chairman Lee Jae-hyun of CJ Group made his first visit to the tournament site, raising expectations for more aggressive investment and growth.
According to the organizers, total on-site attendance at THE CJ CUP Byron Nelson reached 240,083, far surpassing last year's roughly 180,000. It marks the largest gallery since the tournament moved to TPC Craig Ranch in McKinney, Texas, in 2023. The pro-am day and first round drew 55,892 spectators, followed by 60,198 for the second round, 66,893 for the third round and 57,100 for the final round.
The strong showing of "Texas men" served as a catalyst for this year's success, after Scottie Scheffler claimed a record-setting 31-under-par victory and Jordan Spieth finished fourth last year. Scheffler, born in New Jersey, grew up in Texas, attended the University of Texas and now lives in Dallas. Spieth, a Dallas native, is a senior alumnus of Scheffler's at the University of Texas. Kim Si-woo is also a Dallas resident.
"We must expand and develop THE CJ CUP beyond a mere golf tournament into a platform where people in the U.S. can directly experience and enjoy K-lifestyle," Chairman Lee said. "Through this, we should rapidly broaden the group's global business reach and help young Koreans pursue their dreams freely in the global market." Lee will next travel to Pasadena, California, to visit CJ Olive Young's first offline store in the United States.
Many spectators came to enjoy K-culture rather than the players themselves. Many Americans already recognize CJ as a leading force in K-culture. The "House of CJ," a large-scale complex cultural space showcasing the essence of K-culture across Korean food, beauty and music through CJ brands, has positioned THE CJ CUP as a "must-visit event" for those living in or near Texas, according to analysts.
In fact, food, beverage and souvenir sales at the House of CJ and various pop-up stores rose more than 30% from a year earlier this year. Bibigo, which prepared experiential events such as TikTok challenges, and Olive Young, which centered its displays on suncare products in light of the strong Texas sunshine, drew particularly enthusiastic interest.
THE CJ CUP, which began in Jeju in 2018, has been held in the United States since 2020. Chairman Lee, visiting the tournament site for the first time since the move to the U.S., toured the venue with his eldest son Lee Sun-ho, head of the Future Strategy Group, and witnessed firsthand the performance of Korean players and the popularity of CJ brands among the gallery. With the hosting contract running through 2033, the tournament is expected to solidify its standing on the PGA Tour as an event that delivers something new each year, built on the success formula Lee saw with his own eyes.
