South Korea's CJ Group announced on Thursday that it will hold a "CJ K-festa" in Vietnam from Aug. 10 to Sept. 1, focusing on food, sports and movies.
During the event, CJ will promote its affiliate brands and provide opportunities for locals in Vietnam to experience Korean culture through various events and discounts.
From Aug. 10 to 16, "K-food Week" will feature cooking shows using CJ CheilJedang products and those from Cau Tre, a CJ CheilJedang subsidiary, at four large supermarkets in Ho Chi Minh City. Food trucks will be set up in local markets, parks and lakeside areas in Ho Chi Minh City to offer tastings and sales of CJ products like Bibigo and Tous Les Jours.
From Aug. 17 to 23, "K-sports Week" will be held at the Tien Giang Multi-Sports Center, where CJ will host a youth Taekwondo championship. The event will be streamed live via Vietnam's FPT Play, with over 1,000 athletes from 47 provinces participating.
From Aug. 24 to Sept. 1, "K-movie Week" will offer free screenings of Korean and Vietnamese films at CGV theaters in Ho Chi Minh City and Hanoi, with products from Bibigo and Tous Les Jours also provided to the audience.
"We aim to make CJ K-festa the most beloved K-culture festival in Vietnam. As this is the inaugural year, we plan to increase event visibility and enhance communication by working with local influencers," said a CJ Group official.