How Genesis Is Using Korean Hospitality and the Power of Sports to Build a New Kind of Luxury Brand

By Katie Ann Lehman

Katie Ann Lehman

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A few months ago, crowds lined the 18th green at The Riviera Country Club in Pacific Palisades, California, as 26-year-old American golfer Jacob Bridgeman secured his first PGA Tour victory at the 2026 Genesis Invitational. But the tournament wasn’t just drawing golf fans. Around the course, guests wandered through hospitality lounges, sampled Korean-inspired food and beverages, explored the latest Genesis vehicles and settled in to watch the action from premium viewing areas.

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