▲ This poster for Olive Young Festa is provided by CJ Olive Young. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, July 2 (Yonhap) -- CJ Olive Young said Thursday it will hold its first "Olive Young Festa LA 2026" in Los Angeles next month as part of efforts to expand Korean beauty and lifestyle experiences in the U.S. market.

 

The three-day event will take place from Aug. 14 (local time) in Los Angeles, California.

 

The festival follows the opening of Olive Young's first offline store in the United States in May and is aimed at deepening local consumers' experience with K-beauty through a large-scale beauty event.

 

Held in conjunction with "KCON LA 2026," the festival will be themed as a "K-Beauty Playground," showcasing Olive Young's interactive beauty content in one venue.

 

A total of 55 Korean beauty and lifestyle brands will participate in booths spanning about 4,700 square meters, presenting flagship products and a variety of hands-on experiences.

 

At the center of the venue, Olive Young will recreate one of its retail stores in a "Store Zone" introducing representative K-beauty products.

 

Surrounding the Store Zone will be spaces inspired by the streets of Seoul, themed after popular shopping districts frequently visited by foreign tourists, including Hongdae, Myeong-dong, Seongsu and Gangnam.

 

The event will also feature interactive talks hosted by participating brands, allowing them to introduce their stories and engage directly with visitors. A networking area will also be provided for participating brands to share overseas business experiences and market insights.

 

"This festival will serve as an opportunity to further expand the K-beauty experience that Olive Young offers in the United States," an Olive Young official said. "Going forward, we will continue linking our U.S. stores, online mall and festival to promote not only K-beauty but also K-lifestyle globally while helping Korean brands grow in international markets."

 

jwc@yna.co.kr

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