As the world gathered for the Milano·Cortina Winter Games, K-food and K-content took center stage in Italy.
CJ Group announced on the 24th that it achieved meaningful results in both sports sponsorship and cultural promotion through its official partnership and Korea House operations during the 2026 Winter Olympics.
🇰🇷 Korea House in Milan: 33,000 Visitors in 18 Days
As a top-tier official sponsor of the Korean Sport & Olympic Committee and the title sponsor of Korea House, CJ operated the cultural hub in collaboration with the Korea Tourism Organization from February 5 to 22 in central Milan.
Total visitors: Approx. 33,000
74% Italian-language reservations
20% English-language reservations
The numbers prove one thing: local Italian interest in K-culture is real and growing.
From Bibigo to K-Pop: Experience Zones That Went Viral
Korea House featured immersive booths from CJ’s flagship brands:
Bibigo – “Han River Convenience Store” Concept
Inspired by Seoul’s iconic Hangang convenience stores, Bibigo served spicy cup stir-fried noodles daily — and they sold out every morning.
CJ ENM – K-Drama & K-Pop Photo Zones
Visitors enjoyed themed photo spots inspired by hit content including:
- The Tyrant’s Chef
- Unknown Seoul
- K-Pop award ceremony concepts
Olive Young – K-Beauty Experience
Global visitors tested lip products and received exclusive beauty gifts, experiencing firsthand why K-beauty continues to dominate worldwide trends.
K-Culture Performances & Traditional Korean Experiences
Korea House wasn’t just about food and beauty — it was a live cultural festival.
- Traditional Korean gugak performances
- K-pop dance stages
- Group cheering events for curling and short-track competitions
- Lunar New Year “Korea Day” featuring traditional games like Jegichagi
It was a full-spectrum showcase of Korea’s soft power.
TEAM CJ’s Historic Gold Medal Moment
One of the biggest highlights came from TEAM CJ athlete Choi Ga-on.
She won gold in women’s snowboard halfpipe, marking:
- Korea’s first-ever gold medal in a snow event
- The youngest Olympic gold medalist in snowboard history
CJ has supported Choi since 2023, funding her overseas training and international competitions. Even during her 2024 spinal fracture rehabilitation, sponsorship continued.
That long-term investment paid off on the world stage.
Supporting Korean Athletes Behind the Scenes
CJ also supported Team Korea through:
- Supplying 30+ Korean food ingredients to the Olympic meal support center
- Hosting “Bibigo Day” special meals at Taereung and Jincheon training centers
- Providing K-beauty kits to all national athletes through Olive Young
This wasn’t just marketing — it was comprehensive athlete support.
Why This Matters for Global K-Fans
The Milano Korea House proved something powerful:
K-culture is no longer niche.
K-food, K-beauty, and K-content are integrated global brands.
Corporate backing is accelerating Korea’s cultural diplomacy.
As K-pop conquers charts and K-dramas dominate streaming platforms, CJ is building the infrastructure that sustains the Hallyu wave worldwide.
KOREA FBI Editor’s Comment
Milano 2026 showed that K-culture doesn’t just travel — it transforms spaces. From instant noodles selling out in Italy to historic Olympic gold moments, CJ demonstrated how sports and entertainment can move together as one powerful global strategy.
The Hallyu wave isn’t slowing down. It’s expanding — stadium by stadium, city by city.
작성자 소개
