Park Jae-hyuk is a seasoned journalist who has provided comprehensive coverage of South Korea's corporate dynamics, economic policies, industry challenges and the global positioning of Korean companies. Based on the articles he has written since joining The Korea Times in 2016, his investigative approach has helped readers understand corporate governance, economic trends and business strategies shaping South Korea’s economy.
Lotte, CJ, Shinhan behind Korea's 1st Olympic gold in snowboarding
Choi Ga-on, gold medalist in the women’s halfpipe at the Milan Cortina Winter Olympics, displays her snowboard bearing sponsor logos from Lotte, CJ’s Bibigo brand and Shinhan Financial Group’s SOL Pay app at her agency’s office in Seoul, Jan. 6. Newsis
By Park Jae-hyuk
KB skater sponsorship pays off with gold in short track relay
Corporate sponsors of Korean snowboarder Choi Gaon are drawing unexpected attention after her stunning victory in the women’s halfpipe event at the Milan Cortina Winter Olympics on Feb. 12. Her win secured Korea’s first-ever Olympic gold medal in a snow event and the nation’s first gold in this year’s Winter Games.
Choi, the youngest women’s halfpipe gold medalist at 17 years and three months old expressed her gratitude to Lotte, CJ and Shinhan Financial for their years of support.
“CJ Group has sent me a lot of Bibigo products whenever international competitions take place, and Lotte supported me when I was going through the hardest time,” she said during a press conference on Feb. 14. “Shinhan has also cheered for me quietly but sincerely.”
Choi, who began snowboarding at age seven, joined the Lotte Ski & Snowboard Team in 2022, the year the retail giant founded the team.
Over the past 12 years, Lotte has spent 30 billion won ($21 million) supporting skiers and snowboarders, driven by Chairman Shin Dong-bin’s passion for the sport. A former skier himself, Shin led the Korea Ski & Snowboard Association from 2014 to 2018. Even after he stepped down, Lotte has chaired the association.
When Choi injured her back during the International Ski Federation’s Snowboard World Cup in January 2024, Shin personally donated 70 million won for her treatment, helping her return to competition in January last year.
After Choi returned home earlier this week, the chairman sent her flowers and a cake from Delica-Hans, a premium bakery operated by Lotte Hotel Seoul.
“After watching her fall hard on her first run, I only hoped she could finish the competition without getting hurt,” Shin said in a letter to Choi. “I was deeply moved to see her take off again without giving up.”
Korean snowboarder Choi Gaon competes in run 3 of the women's halfpipe final during the Milan Cortina Winter Olympics at Livigno Snow Park in Livigno, Italy, Feb. 12. AFP-Yonhap
CJ Group has sponsored Choi since 2023 in line with Chairman Lee Jay-hyun’s goal of helping promising young athletes realize their dreams. The company has provided Choi with its precooked food products so she could enjoy Korean meals while training abroad.
In response, Choi promoted CJ’s products by visiting the company’s exhibition booth at the Korea House in Milan and posting a photo on Instagram of a suitcase packed with Bibigo products.
“Always together. Thanks, CJ Group and Bibigo,” she wrote on social media.
Shinhan Financial has sponsored Choi since 2023 under its Rookie Sponsorship program, which supports up-and-coming athletes in less popular sports. The financial group also formed a partnership with the Korea Ski & Snowboard Association in 2015.
While Shinhan has focused on skiing and snowboarding, its chief rival KB Financial has sponsored athletes in ice skating — a sport more popular in Korea, thanks to the country’s history of success in figure and short track speed skating.
Since it began sponsoring now-retired figure skater Kim Yuna, KB has supported figure skating for 18 years, helping draw public attention to the sport.
Although KB’s long-term efforts nearly went unrewarded this year, Korea’s women’s short track relay team helped validate its sponsorship by winning the nation’s second gold medal of the Winter Games.