New Partnership Aims to Connect with Baseball Fans

CJ OnStyle is forging a new partnership with the Korea Baseball Organization (KBO) to tap into the growing popularity of Korean baseball and its dedicated fanbase. The collaboration will debut with a range of team-specific merchandise at the 2026 Shinhan SOL KBO League Media Day & Fan Festival on March 26th.

This marks CJ OnStyle’s expansion into sports IP (Intellectual Property) business, leveraging the league’s estimated 12 million fans. The company plans to move beyond simple merchandise sales, adopting a content commerce strategy.

What to Expect at the Media Day & Fanfest

At the 2026 Shinhan SOL KBO League Media Day & Fan Festival, held at Lotte Hotel World Seoul (Jamsil) at 2 p.m. On March 26th, CJ OnStyle will host a pop-up booth showcasing collaborative goods from all 10 KBO teams. The booth will feature merchandise displays, a photo zone, and a unique name sticker printer experience designed with a baseball theme.

Merchandise Designed for Everyday Life

The new merchandise line, themed Wish you to win in daily life, focuses on lifestyle items suitable for various occasions – from attending games to everyday wear. The collection includes 12 different items:

• Baseball bat- and bag-shaped towel keychains and hand towels
• Scented sachets and stress balls depicting uniforms and baseballs
• Picnic mats designed with team-specific characters
• Room scarves
• Parasols

Pre-sales for the merchandise will begin on the CJ OnStyle mobile app on April 9th.

Fan Engagement Campaign: “Cheering Anytime, Anywhere, in My Own Style”

Alongside the merchandise launch, CJ OnStyle will introduce a fan participation campaign called Cheering, with the slogan Cheering anytime, anywhere, in my own style. The campaign’s keyword, Joong, is derived from the visual similarity between the KBO acronym and Korean consonants when rotated.

A mobile live broadcast is scheduled for March 28th at 1 p.m. To kick off a series of content and activities designed to engage KBO fans.

CJ OnStyle’s Vision for Fandom Commerce

CJ OnStyle official: Following content, characters, and artist IP, we have expanded to sports IP. We are rapidly expanding the fan-based content business field. Based on 12 million baseball fans, we will organically connect peripheral products, events, and mobile live broadcasts to build CJ Onstyle’s unique differentiated fan business model.

FAQ

What is CJ OnStyle’s main goal with this KBO partnership?

CJ OnStyle aims to expand its sports IP business and connect with the KBO’s 12 million fans through merchandise, content, and live broadcasts.

When will the merchandise be available for pre-sale?

The merchandise will be available for pre-sale on the CJ OnStyle mobile app starting April 9th.

Where can fans experience the collaborative goods firsthand?

Fans can visit the CJ OnStyle pop-up booth at the 2026 Shinhan SOL KBO League Media Day & Fan Festival on March 26th at Lotte Hotel World Seoul (Jamsil).