2026 GENESIS CHAMPIONSHIP: A CELEBRATION OF GOLF BRINGING GENERATIONS TOGETHER

CHEONAN, Korea, Nov. 2, 2026 — Ahead of the 2026 Genesis Championship — co-sanctioned by the KPGA Tour and DP World Tour at Woo Jeong Hills Country Club in Cheonan, a familiar face walked through the clubhouse doors: Spanish veteran Pablo Larrazábal, currently in his 19th season on the DP World Tour and the inaugural winner of the Korea Championship presented by Genesis back in 2023.

That 2023 victory marked Larrazábal’s eighth DP World Tour title. Since then, he has returned to Korea every year to compete in the Genesis Championship, building an enduring connection with the country.

Recalling that "Korea has always treated me very well," Larrazábal shared his thoughts on visiting Korea for the fourth consecutive year: "It's always nice to be back — nice to see the same faces every year.

“Since Genesis stepped into the Korea Championship as the presenting sponsor, the brand has played a fantastic role on the DP World Tour, and the Genesis Championship [Which has now merged with the Korea Championship] is truly a great event.”

First launched in 2017 to support Korean men’s professional golf and put domestic talents onto the global map, the Genesis Championship celebrated its 10th anniversary this year. Boasting a prize purse of $4 million, the largest on the KPGA TOUR, and attracting a world-class player field, the tournament was elevated to a co-sanctioned event between the KPGA TOUR and the DP World Tour in 2024 — firmly establishing itself on the annual calendar for top international talents like Larrazábal.

This year’s tournament carried a particularly special meaning. While Korean players had claimed the trophy in all nine previous editions, Yuto Katsuragawa of Japan hoisted the cup this year, marking the first non-Korean champion in tournament history. In his interview, Katsuragawa expressed his gratitude for Genesis' sponsorship and shared his excitement for the new connections fostered by his victory in Korea, saying that he would like to drive his winner’s prize, the GV80 Hybrid, back in Japan.

Having evolved into an international tournament by advancing both competitive golf and experiences on and off the course, the Genesis Championship reflects Genesis’ philosophy of “Son-nim,” or treating each visitor as an honored guest — extending thoughtful attention to players, caddies, tournament staff and spectators. Ahead of the tournament, Genesis deployed a fleet of 67 Genesis vehicles and three Universe hydrogen fuel cell buses for seamless player transfers, while dedicated spaces such as the Players & Caddies Cafe offered a conducive environment for all players to recharge and focus on their game.

The Fan Journey: The Genesis Experience From Clubhouse to the 18th Hole

The brand’s Son-nim hospitality was just as evident throughout across Woo Jeong Hills Country Club who had come to see the players up close. Right by the main entrance, visitors were greeted by the Genesis Magma Racing Zone, spotlighting the #19 GMR-001 Hypercar that took on the 24 Hours of Le Mans, alongside endurance racing displays and the official Genesis Magma Racing Collection. It gave golf enthusiasts an up-close taste of Genesis’ bold, dynamic spirit through the world of high-octane motorsport.

Over by the 18th Hole, new hospitality venues blended premier viewing with elevated luxury. Alongside the exclusive Genesis Suite, the brand introduced the Genesis Son-nim Lounge for Genesis owners selected through a pre-tournament raffle. Dedicated grandstands were also added outside the Genesis Suite, treating guests to panoramic, front-row views of the finishing green.

A couple attending the Genesis Championship for the second time — having previously visited Jack Nicklaus Golf Club Korea in Incheon (the tournament's venue through 2024) — remarked, "The level of thought put into the fan experience has improved significantly since our last visit. We were impressed, right from the parking directions, and there was noticeably a wider variety of activities to enjoy this year."

Experiencing the Genesis Brand Across the Grounds

At the Fan Village positioned along the main spectator walkways, a brand booth showcased Genesis’ first full-size flagship electric SUV, the GV90 Neolun, alongside commemorative 10th-anniversary Genesis Collection items. Seeing the GV90 Neolun in person for the first time, visitors were drawn to the Neolun Arch Gate, stepping inside to take in its elevated interior while being guided through its design elements by product specialists.

The merchandise booth also proved to be a major draw, featuring Genesis Championship-branded gear and a lineup of new golf lifestyle accessories — from mother-of-pearl ball markers and Amossa-knit beanies to bucket hats, available in black and ivory, and premium driver headcovers. A lightweight performance stand bag set to launch early next year also made its debut, with attendees placing pre-orders right on site.

A couple attending with invitation passes won through a Genesis owner event commented after browsing the brand booth, "We don't come to golf tournaments often, but being here feels like a lovely picnic. We bought some apparel and put on the Magma Performance bucket hats. Getting to check out the new Genesis vehicle alongside the vibrant tournament energy made it feel like we got to experience the brand from every angle.”

Food options at the Fan Village were also thoughtfully curated. Acclaimed Seoul eateries like Okdongsik’s signature pork “gomtang” and Le Freak’s Nashville-style chicken burgers were served alongside beloved Cheonan classics like walnut pastries, “hodu gwaja” and artisan “sundae” or traditional Korean blood sausages, treating visitors to a true culinary showcase alongside the tournament action.

Spectators also had the chance to get behind the wheel through an exclusive test-drive program. Guests who had pre-registered before the tournament test-drove the newly launched GV80 Hybrid from Genesis showrooms to the tournament venue.

A test-drive participant, who took the route from Cheongju to Woo Jeong Hills, shared their experience: " The ride was much smoother than expected, and above all, I was amazed by how quiet the car was. The exterior and interior color combinations are sophisticated, and I kept thinking throughout the drive, that this is truly a well-made car.'"

Spectators were also able to sign up for a test-drive on site, allowing them to take in scenic driving routes around the venue with the help of dedicated brand curators while testing out Genesis’s first rear-wheel-drive-based hybrid system firsthand.

Passing the Passion for Golf on to Future Generations

With the goal of connecting younger generations with golf, Genesis rolled out an array of family-friendly activities at the Genesis Championship this year designed to help kids discover how fun golf can be.

Before the tournament got underway, Genesis hosted a golf clinic pairing past champions with promising junior golfers for one-on-one lessons. In addition, the 10th Anniversary Welcome Gala Dinner — a bridge between the tournament’s past and future — offered aspiring young talents an opportunity to interact directly with past champions.

The Fan Village also transformed into an adventure hub for children. At the Kids Golf Zone, coaches walked them through golf fundamentals, while coloring stations and giant block zones gave kids plenty of room to experience the event in their own ways. Right next to the practice green, the Kids Autograph Zone gave young fans unforgettable face-to-face moments to collect autographs from their favorite players.

Celebrating its 10th anniversary, the Genesis Championship served not only to commemorate the journey so far, but also to chart the course for the future. By delivering an engaging and memorable experience to everyone at the venue — from players and spectators to children experiencing golf for the first time — Genesis continues to bring the spirit of golf closer to people each year.

Over the four-day event, approximately 30,000 spectators turned out at the 2026 Genesis Championship to cheer on the field. Yuto Katsuragawa closed out the four-day play at 13-under-par 271 to hoist the trophy, claiming the $680,000 winner’s check, a Genesis GV80 Hybrid and a two-year exemption on both the KPGA and DP World Tours. Meanwhile, Sanghun Shin led the KPGA Tour contingent with a tie for fourth place, securing an exemption to play in next year’s Genesis Scottish Open.