Choose New Jersey: Driving Growth Through Proven Strategy

Since its founding in 2010, Choose New Jersey has worked to elevate the state on the global stage. By connecting companies to new opportunities, we have helped advance long-term economic prosperity in the state. Our focus remains on our efficient, data-driven approach that delivers an unmatched return on investment and multiplies growth across New Jersey.

Our economic output continues to rise as our effectiveness accelerates. In 2011, every dollar invested in Choose New Jersey generated $452 in economic impact. By 2024, that same dollar generated $759 — a 68% increase in return.

Landmark Successes Across Diverse Sectors

Attracting Global Biopharma Leaders

Celltrion’s acquisition of Eli Lilly’s former campus in Somerset County is a strong vote of confidence in New Jersey’s world-class biopharma ecosystem. Our New Jersey Asia Pacific Center engaged Celltrion early, sparking interest in the state and identifying the right facilities to support the company’s growth. We worked with partners like JLL to educate Celltrion on the state’s real estate market and talent landscape. Celltrion’s choice of New Jersey has a direct role in strengthening the state’s position as a premier life sciences hub.

Securing the FIFA World Cup 2026™ Final

Choose New Jersey was a crucial part of the winning team that secured New Jersey as a host for the FIFA World Cup 2026™ and MetLife Stadium as the location for the final match. We helped create the initial bid and hosted key meetings to ensure New Jersey’s selection before the official Host Committee was formed. Our team worked closely with state agencies and the bid committee to support tours and finalize the efforts, positioning New Jersey for success at every stage.

Powering AI Innovation with NVIDIA

We also played a central role in bringing NVIDIA’s groundbreaking AI supercomputer to New Jersey. From coordinating the first meeting with NVIDIA during a mission to California to securing follow-up discussions with co-founder Chris Malachowsky, our team collaborated with the Governor’s Office and Rutgers University to move the project across the finish line. Now, leading institutions like Rutgers, Princeton University, Rowan University, and the New Jersey Institute of Technology are part of a statewide AI supercomputer initiative, cementing the state’s leadership in AI innovation.

Building Powerful International Partnerships

Choose New Jersey actively markets the state with purpose, at home and around the world. We build global bridges that translate into real economic opportunity.

Strengthening Ties with India and Korea

Our economic partnership with India continues to grow, and our New Jersey India Center has been instrumental in positioning the state as a top destination for Indian business expansion. This work has been recognized nationally, with the Confederation of Indian Industry ranking New Jersey as a leading state for Indian businesses. In 2025 alone, we assisted three major Indian biomanufacturing companies—Aurobindo, Enzene, and Biocon—in opening operations here.

Likewise, our New Jersey Asia Pacific Center has cultivated a strong relationship with Korea. During our 2023 mission, we facilitated 27 partnership agreements and memoranda of understanding (MOUs). These included significant collaborations between our higher education institutions, such as Rutgers University and Kean University, and their Korean counterparts, leading to expanded research and student exchange programs.

Boosting New Jersey’s Film Industry

The founding of our West Coast Center in California has helped attract some of the world’s biggest film studios to our state. Choose New Jersey has worked alongside the NJEDA and the New Jersey Motion Picture & Film Commission to bring giants like Netflix and Paramount to New Jersey. Beyond making deals, we elevate the story, positioning New Jersey as a premier film destination with high-impact ads in publications like The Hollywood Reporter and Variety.

Strategic Marketing and Global Presence

Our marketing efforts are anchored by the “This Is New Jersey” business attraction campaign, which uses authentic imagery of real people living and working across the state to speak directly to key decision-makers. We amplify New Jersey’s competitive edge through targeted campaigns and extend our reach through major sports partnerships with the Giants, Jets, Devils, Red Bulls, and 76ers.

When New Jersey shows up on the global stage, we show up together. We organize and align state leadership, major companies, and higher education institutions at the world’s biggest trade shows. Our custom booths at events like the SelectUSA Investment Summit and BIO International Conference command attention and reflect the strength of our innovation economy. This concerted effort pays off: these trade shows generate roughly 30% of our pipeline of companies looking to expand in New Jersey.

The Ultimate Convener for Economic Growth

Ultimately, Choose New Jersey serves as the state’s ultimate convener—the connective tissue between government, industry, counties, and higher education. We lead the experience for international trade delegations visiting New Jersey and lead economic missions that give state leaders and companies a chance to make valuable connections across the globe.

Closer to home, our county meet-ups bring together leaders from all 21 counties to exchange strategy, align priorities, and accelerate growth. By getting everyone in the same room, we move conversations to concrete action. This is the power of Choose New Jersey, and it is how we continue to build a more prosperous and innovative future for our state.