2023.09.27

[OSEN = Reporter Woo Choong-won]

Nassau and CJ CGV, the leading multiplex cinema brand in Korea, are joining forces to launch a bold new venture: a sports-integrated cultural space in the heart of the city, titled ‘Multi-Ground Spark’. The first location will officially open on September 30 at CGV Deungchon’s 8th floor in Gangseo-gu, Seoul.

Marking its grand opening with a family carnival, Multi-Ground Spark is a "sportucation" facility?a fusion of sports and educational programming?where visitors can learn and experience a variety of sports popular among the MZ generation, including futsal, basketball, breakdancing (B-boying), and cheerleading.

Notably, these sports?3x3 basketball, breaking (slated for the 2024 Paris Olympics), and cheerleading (recognized by the IOC in 2021 as a provisional Olympic sport and aiming for inclusion in the 2028 LA Olympics)?are either recently added to or are being considered for future Olympic programs. This initiative is expected to help nurture future Olympic stars by creating supportive training environments.

Ju Eun Hyung, Chairman of Nassau, stated, “Multi-Ground Spark aims to not only enhance physical abilities through a variety of sports, but also foster leadership, mindset training, character development, and even cultural literacy through English-based programs. Our vision is to raise global sports talent. Starting with our first location in Gayang, we plan to expand nationwide and lead innovation in Korea’s sports industry while cultivating the next generation of sports leaders.”

A CGV spokesperson commented, “With the opening of the Hangzhou Asian Games on the 23rd, public interest in sports has surged, leading to a rise in inquiries from sports clubs and organizations looking to use the space. We anticipate that word-of-mouth will continue to grow excitement around Multi-Ground Spark.”

Kim Mi-yeon, CEO of SDG Marketing Korea, the company managing the content and operations of Multi-Ground Spark, shared her outlook: “Spark will serve as a forward base for showcasing Korean breaking and cheerleading to the world. It will become a popular destination among foreign tourists who are enthusiastic about K-culture, and will help drive the innovation and growth of next-generation K-sports. During the opening family carnival, visitors will be able to experience each program category through preliminary rounds and finals, with awards, prizes, and giveaways?so don’t miss the chance to become a winner.”

/ 10bird@osen.co.kr

OSEN: https://www.osen.co.kr/article/G1112191578

Hankyung Business Daily: https://www.hansbiz.co.kr/news/articleView.html?idxno=665142

Sportal Korea: https://www.sportalkorea.com/news/view.php?gisa_uniq=2023092711222487