The Korea Professional Golf Association teamed up with NH Agri Business Holdings (agricultural economy representative Kim Ju-yang) to run a "Haengbokmi" rice meal wagon event aimed at promoting domestic rice consumption.
Held Wednesday — the official CPX day of the 2026 KPGA tour's Dong-A Membership Group Open — the event was organized to raise awareness of Korean-grown rice and encourage healthier eating habits.
NH Agri Business Holdings operated the Haengbokmi meal wagon for players, caddies and other tournament personnel, distributing 300 sets of rice-based nutrition sandwiches and cup fruit made with domestic rice.
Players' association representative Lee Dong-hwan (39, Team Sokcho I) said, "I usually make sure to eat a hearty rice meal before a round. I am grateful to NH Agri Business Holdings for their thoughtful support in helping players perform at their best."
An NH Agri Business Holdings official said the company hoped "the rice harvested through the hard work of our farmers will give players the energy they need heading into fierce competition."
Meanwhile, NH Agri Business Holdings appointed girl group Illit as a rice consumption promotion ambassador in July, rolling out online and offline programs — including a breakfast-eating campaign — targeting the MZ generation as a key future consumer base to spread awareness of Korean rice.
yjc@heraldcorp.com
