Visitors look around booths during Olive Young Festa 2025, held on Nodeul Island in Yongsan District, Seoul, May 21-25, 2025. Courtesy of CJ Olive Young.
CJ Olive Young is taking its signature beauty festival, Olive Young Festa, to the global stage this year, hosting the event across key overseas markets.
Korea’s largest beauty retailer said Tuesday the festival will expand abroad, with events scheduled to roll out sequentially in major hubs in Japan and the United States.
The festival, built around the retailer’s curation and trend insights, serves as an experiential event where its partner brands meet customers face to face to showcase their products and brand identity.
The upcoming Olive Young Festa 2026 will adopt a world tour format while maintaining its focus on hands-on experiences with K-beauty. The festival also aims to cultivate local fan communities for K-beauty brands by allowing visitors to explore the brands’ philosophy, stories and products.
The world tour will kick off in May at Makuhari Messe in Chiba, Japan, alongside KCON Japan 2026, before heading to Los Angeles in August.
The event will feature interactive zones offering Korean skin care routines and product testing, as well as networking opportunities for influencers, beauty brands and industry professionals. The company expects the program to help small and medium-sized Korean brands gain global exposure and secure new distribution channels.
“Since launching in 2019, Olive Young Festa has continued to take on new challenges each year, growing into a collaborative platform where emerging beauty brands can engage directly with consumers,” a company official said.
“This year, we are expanding the stage globally to showcase the essence of K-beauty curated by Olive Young and help drive its growth in international markets.”
Olive Young Festa LA 2026 is expected to be a large-scale showcase bringing together hundreds of brands to highlight the company’s distinctive curation and brand storytelling. It will also recreate the retailer’s signature in-store experience, emphasizing its concept of healthy beauty for consumers.
Source: Korea Times News
