Attentive Genesis vs. Luxury BMW... 'Fierce Competition in On-Course Services'

Genesis and BMW Ladies Championship Offer Plenty to See
Genesis Sets Up a Large Fan Village Spanning About 3,000 Pyeong
BMW's Premium BMW Excellence Club Package

Premium car brands are going head-to-head on the golf course.

Genesis, part of Hyundai Motor Group, and BMW, part of BMW Group, are bringing all their strengths to bear to attract customers during the same period. The off-course showdown has been underway since October 22.

Genesis is sponsoring the Genesis Championship, which opened at Woo Jeong Hills Country Club in Cheonan. Launched in 2017, the tournament is being held for the 10th time this year. The prize money is also substantial: $4 million in total, with $680,000 going to the winner. It is the largest international tournament held in Korea. The event is co-sanctioned by the DP World Tour and the KPGA Tour. This year, it features players who compete on the PGA Tour, including The Open champion Ryan Fox of New Zealand, as well as Korea's leading golfers Kim Siwoo, Im Sungjae and Lee Kyunghoon.

The Genesis Championship is hoping to draw strong interest by featuring top players, including The Open champion Ryan Fox, Kim Siwoo and Im Sungjae. Photo courtesy of the Genesis Championship.

There is plenty to see, too. After drawing more than 20,000 spectators over four days last year, the Genesis Championship has stepped up its services and events for visitors. It has set up Fan Village, a large-scale service area spanning about 4,000 pyeong. The space includes a tournament merchandise shop, a Genesis booth, sponsor booths, a food zone, an event experience zone and a kids' zone.

The official tournament merchandise booth is selling a range of practical souvenirs, including hoodies, drawstring bags, caps, umbrellas, ball markers and pin flags. Visitors can also browse various Genesis Collection items at the Genesis booth, where the GV90 is on display.

The food court, which was a big hit last year with popular restaurants from Seoul's Yongsan district and regional specialties, has been upgraded this year. Restaurants awaiting spectators include Okdongsik, known for its pork soup and featured in the Michelin Bib Gourmand for nine consecutive years; Seongsu-dong burger restaurant Le Freak; Chinese restaurant Kkeo Geo, a favorite on Yongridan-gil; Gimbap Daejang, a Korean snack food spot run by "gimbap curator" Jung Dahyun; and Kim Seongmin Coffee, a Suwon-based roastery cafe brand serving coffee and desserts. Local Cheonan favorites, including Cheonan Old-Fashioned Walnut Cakes and Shin Eunsu Cham Byeongcheon Sundae House, will also be on offer.

BMW, a popular imported car brand in Korea, is embracing cultural marketing at the BMW Ladies Championship, which opened at Pine Beach Golf Links in Haenam and has a total prize purse of $2.35 million. It is a shame that world No. 1 Nelly Korda of the United States and No. 2 Jeeno Thitikul of Thailand are not competing, but Korean stars who have made their mark on the U.S. circuit are all in the field, including world No. 3 Yu Haeran, Kim Hyojoo, Kim Seiyoung and Choi Hyejin. This year, 15 players from the Korea Ladies Professional Golf Association (KLPGA) Tour, including Kim Minsol and Seo Gyorim, are also competing.

The BMW Ladies Championship prepared a premium transportation service with more than 70 BMW 7 Series vehicles. Photo courtesy of BMW Korea.

BMW is operating the BMW Excellence Club, a premium spectator package. It is a membership program for buyers of top-of-the-line models, including the 7 Series, 8 Series, X7 and XM. Members can choose one day during the tournament to watch the competition with up to three guests. They can enjoy premium catering and drinks while watching the action from the BMW Excellence Lounge next to the 18th-hole green. The club also offers exclusive benefits, including VIP parking passes and a dedicated chauffeur service using BMW luxury vehicles.

Interactive on-site events are also taking place. If all members and their accompanying guests complete a new-car test drive and purchase consultation in the VIP lounge, they will receive a limited-edition tournament gift package featuring an umbrella and a cap. Visitors can conveniently check service details and sign up through the BMW Vantage app, a dedicated lifestyle platform.

More than 70 BMW 7 Series vehicles have been prepared so that players and VIP guests can enjoy comfortable, elegant transportation during the tournament. The cars will be used for premium transportation services. There is also a MINI brand event where spectators visiting the venue can take part and have fun. BMW Korea said, "We have made careful preparations so that spectators visiting the tournament can also enjoy BMW's distinctive premium brand experience and a range of on-site programs."

This content was produced with the assistance of AI translation services.