CJ, an official partner of the Korean Sport & Olympic Committee and a sponsor of the Korea Swimming Federation, said on the 5th that it will continue its role as a "Dream Enabler" on the road to the 2028 Los Angeles Olympics, after supporting Korean athletes at the 2026 Aichi-Nagoya Asian Games.
CJ has maintained a "Dream Enabler" philosophy of reaching out first to sports with strong growth potential and to young prospects aiming for the world's top ranks, rather than to disciplines with established markets such as professional baseball and soccer. Among the athletes it sponsors at the Games were swimmer Hwang Sun-woo, who won two silver medals and four bronzes while breaking his own 100-meter freestyle personal best for the first time in five years, and sprinter Namdi Joel-jin, who took bronze in the 400-meter relay and placed fourth in the 100 meters. Shot putter Park Si-hoon and tennis player Koo Yeon-woo did not win medals but gained valuable experience competing against Asia's best with CJ's support.
CJ also uses sports as a point of contact for introducing Korean lifestyle, including K-food and Korean content, to the world. At the Korea House during the Paris Olympics and the Milan Winter Olympics, the company showcased K-food, Korean content and K-beauty through brands including Bibigo, CJ ENM and Olive Young. It has also driven the convergence of sports and K-culture by hosting The CJ Cup Byron Nelson on the PGA Tour and sponsoring taekwondo in Vietnam.
Ahead of this year's Asian Games, the company held "Bibigo Day" at the Jincheon National Training Center, serving a special meal to support the national team's training and daily routine while linking sports and food culture. The meal support program, which began with the 2018 PyeongChang Winter Olympics, is now in its ninth year.
"We see sports not simply as a means of brand exposure but as a platform that supports athletes' dreams, strengthens the competitiveness of Korean sports and connects K-food and Korean content to the world," a CJ official said.
