Lexus Korea to run gallery and owner programs at 2026 Lexus Masters

Lexus Korea announced Tuesday it will run a gallery experience program and an exclusive owner viewing program at the 2026 Lexus Masters, a Korea Professional Golf Association tour event to be held at the Ocean Course of Club72 in Yeongjongdo, Incheon, from Thursday through Sunday.

Now in its third year, the tournament will be held under the theme "Passion and Cheers." Lexus Korea will set up a Gallery Plaza on the tournament grounds, offering free basic golf lessons, mini putting, a golf simulator and a TGR Zone driving simulator. Food trucks will also be available. The free golf lessons will be held twice per round — 40 minutes each session — with separate slots for general gallery visitors and Lexus owners.

The Lexus Zone will showcase electrification models including the all-new ES BEV, alongside Lexus merchandise and products from "Lexus Young Farmers." Craft works by artists participating in the Lexus Creative Masters program will be on display and available for purchase.

The winner's trophy has been created each year in collaboration with a Lexus Creative Masters artist since the inaugural tournament. This year's trophy was made with artist Lee Ji-woo, winner of the Lexus Creative Masters Award 2026, using a white porcelain lighting work titled "Light upon Time." The trophy will be displayed at the clubhouse.

Hole 9, themed "Passion and Cheers" to reflect the tournament's concept, will feature a Masters Lounge and a High-Five Zone. A "Best Dresser" event for players will also be held for the first time.

The owner-exclusive program includes "Honorary Observer," which allows Lexus owners to walk inside the ropes alongside player groups for all 18 holes. Dedicated owner parking and shuttle bus services will also be available. At the Lexus Lounge on hole 18, catering and beverages prepared by "Connect2" will be served.

Lexus Korea President Manabu Konyama said the 2026 Lexus Masters "delivers an experience that goes beyond simply watching a competition, blending the players' passionate play with the gallery's enthusiastic cheers." He added that the company would continue to offer "new enjoyment and special memories to golf fans through differentiated customer experiences unique to Lexus."

Meanwhile, the Lexus ES 300h hybrid sedan recently ranked first overall for two consecutive years in a "Car of the Year" survey based on assessments by actual new-car buyers. The NX crossover SUV also placed second overall and first in the SUV category.