▲ This photo provided by CJ Olive Young shows its design-specialized store "Olive Young Gyeongju Hwangnam Branch," which opened in 2024 on Hwangnidan-gil in Gyeongju. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, April 9 (Yonhap) -- 

CJ Olive Young said Thursday it will significantly expand investment outside the Seoul metropolitan area to boost local economies and create about 600 jobs for young people.

 

The health and beauty retailer said it will invest 123.8 billion won (US$93 million) this year in opening new stores, renovating existing ones and strengthening logistics infrastructure in non-capital regions.

 

Of the 78 large stores — each exceeding 330 square meters — slated for opening or renovation nationwide this year, 43 will be located outside the capital area, accounting for more than half.

 

 

▲ This photo provided by CJ Olive Young shows an Olive Young “beauty consultant” providing makeup services to a customer. (PHOTO NOT FOR SALE)(Yonhap)

 

The company plans to establish so-called “K-beauty landmarks” across the country by combining region-specific designs with experiential elements to attract both local consumers and foreign tourists.

 

Globally tailored stores will be introduced in major tourist hubs such as Busan, Jeju and Gyeongju, while large hub stores will be developed in both old downtowns and new urban areas across the Gyeongsang, Jeolla and Chungcheong regions.

 

The strategy comes as foreign tourists are increasingly visiting destinations beyond Seoul, with Olive Young stores emerging as popular attractions among overseas visitors.

 

Sales to foreign customers at stores in South Gyeongsang Province, North Chungcheong Province and Ulsan rose by more than 120 percent on-year, indicating that demand is spreading beyond specific regions.

 

The company recently expanded logistics investment at its Gyeongsan center to enhance 24-hour delivery services in the Daegu and North Gyeongsang area, and plans to launch a fast delivery service tailored for Jeju Island later this year.

 

This year’s investment outside the capital region has more than tripled compared with 2023, with spending on store development rising 36 percent from a year earlier.

 

The expansion is also expected to lead to job creation. Olive Young plans to hire around 600 new employees in non-capital regions this year. Each “town store” employs an average of 55 people.

 

The company said it is also strengthening training programs so store jobs can lead to careers in the beauty and wellness industry rather than remaining part-time roles.

 

It has introduced systems allowing employees to register preferred positions and career paths in a database and apply for internal job postings, enabling mobility across roles and locations.

 

Through such programs, some employees who started at regional stores have gone on to participate in developing service manuals for overseas operations, including in the United States, while others have moved to specialized wellness stores.

 

In January, Olive Young also introduced a new “beauty consultant” position, selecting employees for intensive training to develop expertise in beauty consulting.

 

The company said it plans to further expand such professional training programs and extend its talent development system to non-capital regions.

 

An Olive Young official said, “Expanding investment outside the capital region is part of efforts to strengthen the self-sustaining capacity of local economies while providing a foundation for young people to grow into K-beauty professionals,” adding, “We will continue to build a shared growth ecosystem where regions, youth and small and medium-sized brands can grow together.”

 

jwc@yna.co.kr

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