Celebrity News
C,JW Company opens its doors
by | April 30, 2009 | 33 Comments

Move over, Bae Yong-joon and BOF agency, there’s a new Hallyu-star-run talent agency in town — Choi Ji-woo‘s new enterprise, C,JW Company.

Yes, that comma is intentional, and yes, it drives me crazy. The Korean reading literally says “C-comma-J-W-Company” or 씨콤마 제이 더블유 컴퍼니. Choi’s longtime business associate, director Kim Hyun-mo, explains with the really, really lame-o reasoning: “The comma is part of the legal name, which carries the meaning that even while working diligently, we should allow for moments of rest in every aspect.” Um, okay. (Nice concept, lousy expression thereof.)

The marquee Hallyu actress announced her plans to go solo last month, and now it’s official. The new company has its digs in Kangnam district’s Cheongdamdong neighborhood, and kicked off business with a Japanese CF shoot for Choi on April 26. The product was bottled water; Choi re-signed her contract to act as brand model for the next three years.

Choi explained that this is a new feeling in her 15-year-long carer: “I feel like I’ve become a rookie again, and I want to work hard.” Next up, she voices the character that made her famous in Japan in the animated Winter Sonata project. She plans to take on another kdrama by the end of the year.

Via Chosun

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33 Comments from the Beanut Gallery
  1. jacq

    Whao, having comma in a company’s name is quite strange, but oh well! Hope she does well!

     (0)


  2. didi

    That’s great. Unique, different. Sign me up girl. I want to be part of your agency toooooooooooooooooooooooo.

     (0)


  3. Biscuit

    I would have preferred C,JW Company as CJW Company … yes the comma is annoying… looks so misplaced @___@ I know how theres usually a comma after the surname if the surname is placed before the name. But in a title, or name for a company, it looks… it’s not that bad.. but could have been better without mr. comma.

    I really can’t wait for her drama comeback. I wonder if she’ll be in more projects now that she’s under her own label and can do whatever she wants.

    The one thing I like about CJW appearance is that even if there might have been some surgery involved (*ahem*nose) she still looks Korean/Asian without looking so so European.

    I never knew that products for boiling water existed :O

     (0)


  4. fizzle

    LOL @ the comma. and LOL yet again at the director’s explanation.

    Um. Good for her?

     (0)


  5. KP

    I also read that they wanted to simply make it CJW, but there was already a company registered under the same or similar name. Not that it makes the comma much better, hehe.

     (0)


  6. tokioyumichan

    That’s right. There’s already a CJW company so I’m guessing they want to use her initials (for better recall) so differentiate it, they added the comma lol. Lousy addition though.

     (0)


  7. ed

    one thing it reminds me of is “bond, james bond” LOL

     (0)


  8. Tootsie Roll

    What a busy and big year for Choi Ji Woo. Opening of a new brick and mortar store just a month ago followed by establishing a new corporation. Hope for success in her new business ventures. Yippee I am looking forward to Winter Sonata animation

     (0)


  9. zero2303

    CJW wil be signing up her BF Lee and grooming him up next , after his 2 yrs stint in the army. LOL

     (0)


  10. 10 Kumon

    #10 – lol

    Any known celebrities that will join C,JW corp? I wonder who the shareholders are beside Ji Woo. I heard Shin Hyun Joon is one of the shareholders. If he is, he is definitely a loyal friend since STH.

     (0)


  11. 11 Me

    ^Shin Hyun Joon is a friend way before STH.

     (0)


  12. 12 belleza

    SHJ and CJW are long-time friends. Shin Hyun Joon was originally asked to be the lead of STH, but he opted to play the support role instead.

    I wish her the best with her own production company. Keep in mind that this is still a big risk, even given Choi Ji Woo’s popularity in Japan and China/Taiwan/HK. Even if the management is well staffed, that means she has to wear two hats while marketing and representing herself.

     (0)


  13. 13 cosmopolite

    This is hilarious…what a scar…

     (0)


  14. 14 Paci

    This year is about risk taking for CJW. Coming out about her new relationship with six year old younger man, opening up a new store, and starting a new company. I say good for her. There are times in your life when you should just go for it, even when there are risks associated with your decision. Life would be boring if you don’t take chances. Good luck on the new ventures. P.S; so hilarious about the comma explanation.

     (0)


  15. 15 chajjye

    why can’t it be C-JW or C JW? or C[ ]JW? or CSpaceJW?

    Haha.

    Oh well.

     (0)


  16. 16 Felicity

    Corny explanation for the name, but whatever works. lol. CJW is looking radiant nowadays (the effects of love, huh? ;) ) and it’s good that she’s taking charge of her own career. You go girl! Show ‘em young ones who’s the queen of Hallyu!

     (0)


  17. 17 Eijay

    C, JW Company .. C comma -J-W Company, it’s like when singer Prince use some sign for his name. Can’t figure it out till now.

    I’m confused too. LOL. How about CeeJay W without a comma?Does anyone read a fungshui for her for starting 4 things in a row, love, shop, acting and enterprise at the same time?

    BYJ does not run BOF. BOF runs for BYJ. BYJ must have good fungshui masters to run his business. BYJ said CJW has the superb ability to know exactly what he is thinking in his mind without telling her. She should know what is in his mind about her 4 things right now. She doesn’t need soothsayers…. LOL

     (0)


  18. 18 esther

    Ahhh, that comma drives me crazy too. But I hope she does well!

     (0)


  19. 19 chajjye

    ….aiks. i commented here this morning and my comment didn’t appear. T.T

    I thought of C.J.W. You want breather, lots of breathing space there. but imagine the korean name…씨도트 제이도트 더블유 …

    nah. :)

    @Eijay: I totally agree about the Prince part. Like how do we call him with that ?! symbol.

    edit: now i see it. blind me.

     (0)


  20. 20 Bolt

    Bolt would prefer CJW Corp or CJW Inc that would appear to be more professional, international and give better corporate image.

    A coma in between the surname and name for a company name is really very very odd. I do not buy the explanation!! It sounds very delibrate and fishy!!

    I guess, the coma indicates that in CJW’s subconscious mind she wants to separate her “family life/private life” with her acting career/business (JW is not her original name), rather than reminding herself to take a break!!

     (0)


  21. 21 belleza

    “Bolt would prefer CJW Corp or CJW Inc that would appear to be more professional, international and give better corporate image. ”

    It depends on how CJW formed her business. Can’t really add “Inc” or “Corp” if your business isn’t such.

    “BYJ does not run BOF. BOF runs for BYJ. BYJ must have good fungshui masters to run his business. BYJ said CJW has the superb ability to know exactly what he is thinking in his mind without telling her.”

    BYJ is considered a top businessman, and he’s still basically the boss of BOF. Before Winter Sonata, he was already wealthy from investments from the money he made during his career. Most of BOF’s clientele have done well and have had numerous Hallyu opportunities with Japan. The tight image control over Lee Ji Ah would not be possible were it not for BOF.

     (0)


  22. 22 Bolt

    C,JW Company is most likely to be a limited liabilities. It is unlikely to be a partnership or sole proprietorship. Depends on the article of association and the business activities (which can be creatively made it as broad as possible). Hence, I do not see why it cannot be named CJW Corp or CJW Inc. But what the heck?

    Hehe…initially in fact I have put up the rationale on fengshui, but I was afraid that I may offend some fans and have decided to delete it. A coma in “C,JW” brand signifies “hurdles” or “pause” or “break”!! CJW should make her life simple and make everything as smooth as possible for herself.

    That’s the reason that I am not buying the explanation of “taking rest in between”. the coma looks rather stupid to me. The coma should be removed!!

     (0)


  23. 23 Bolt

    BTW, some of you may recall that a fan has sent CJW a cactus when she opened the company. In fengshui term, cactus that has poison arrows is in fact not a good plant to put in her office. Also, the appearance of the cactus looks like a soar thumb, hehe…or rather the middle finger. It should be removed from CJW’s office!!

    OK, Bolt is wearing the protective gear, am ready to take any bullets!! ^________^

     (0)


  24. 24 belleza

    @Bolt,

    I’ve studied some feng shui (not good at it, but I can work off a compass and birthchart), so . . .

    “In fengshui term, cactus that has poison arrows is in fact not a good plant to put in her office. ”

    Very true. You don’t want to have sharp looking things around the house or office.

    Actually, if you’ve seen Jo In Sung’s apartment (featured in a magazine), the Feng Shui is kinda disastrous. No wonder he looks starved. ;)

     (0)


  25. 25 Panera

    #25
    Thank god Choi Ji Woo doesn’t believe in Feng Sui stuff. ^__^ Perhaps cactus tree in other cultures means prosperity? hehe

     (0)


  26. 26 Bolt

    Hehe…based on my understanding of my grandpa (who is a Korean), he believes a lot in fengshui and four pillars of destiny.

    Link from eHow on http://www.ehow.com/how_4490127_feng-shui-cactus-shift-energy.html

     (0)


  27. 27 Bolt

    Dear Dramabeans: Can you be so kind to delete all my postings here on C,JW please….Starjiwoo has debarred my IP address again!! It is a cross-debarment but under what rationale, I have no idea!!

    I guess, it is because I open my mouth here!! Haha…it is indeed a strange world.

     (0)


  28. 28 Eijay

    Quote:
    “BTW, some of you may recall that a fan has sent CJW a cactus when she opened the company. In fengshui term, cactus that has poison arrows is in fact not a good plant to put in her office.”
    I was also thinking along that line. Bonsai is another plant that has made a stunted growth. It is not good to keep inside the office. She can keep it in the yard.
    It is hard to tell what to believe or what not to. When it comes to business we all want to make more money.

     (0)


  29. 29 Bolt

    Yeah!! Bonsai signifies nurture growth!! It needs constant trimming to be able to grow well. Since so many of them presented CJW with bonsai, I decided to keep my shut on bonsai!!

    But, some plants like bamboo are good fenshui. I think only one of the fans did the smart choice.

    BTW, the iron tree that one of the fans presented to CJW has only two trunks. To signifies good fengshui, iorn tree needs three separate trunks because it will give the wood “forest”, hence signifies great fortune.

    Also, I am not impressed of CJW’s shoes desgin that bore her name. Everytime she took a step, she is stepping on her own name!! What sort of fengshui is this? I really doubt she has ever consulted a fengshui master. On the other hand, BJH is smart enough to pick the design of hat as one of the major line of business for his shop!!

    OK! OK! I will stop now!! BTW, another of IP address of mine was also being debarred!! Not feeling very happy about this cross-debarment!! :(

    Dramabeans: Whatever said is said, at least I am speaking my mind, so it is no need of you to delete any messages from your blog!! It is harder to keep it in the heart and holding my tongue!!

    To accomplish great stuff, I believe CJW should be too silly if she did not consider all constructive pointers. And it is even more stupid for those protectionists to conceive the information from her!!

     (0)


    • 29.1 Dayton

      I know your communications about these matters are 4 years old now, but I have just begun to know of Miss Choi after watching STH in late Dec 2013. You seem to be a very informed person about her/her affairs and frank to the point of crossing lines and getting debarred as you state. I would like to dialogue with you if I may and you were willing about this to gain insight as I may have done something similar recently. This dialoging would probably be best if off radar of some type.

       (0)


  30. 30 Eijay

    @ 31 Bolt

    “Bonsai signifies nurture growth!! It needs constant trimming to be able to grow well. Since so many of them presented CJW with bonsai,!”

    May be her fans didn’t realize that CJW’s real life resembles to bonsai. She is the major bread winner if not for sole in her family and she works hard for her whole young life for them. It’s true that they nurture her but more of possessing her like trimming bonsai for own welfare than let her her grow on her own. Her entire family rely on her, she has no choice and she will never get a chance to fulfill her love life on her own decision. Her life is like a bonsai.

     (0)


  31. 31 Bolt

    @32 Eijay. No comments, that’s her personal matters and private life. I restrict my comments on those that can be seen easily on the surface, what’s behind the scene is pure speculation!

     (0)


  32. 32 Belle

    Wish Ji Woo the best w/ everything, Anh yeah, hope to see her again in a new series. After Star’s lover, i really became a big fan of her

     (0)


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