▲ Foreign customers pay for items at an Olive Young Myeongdong Branch store in Seoul on Oct. 9, 2025, in this photo provided by Olive Young. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, May 6 (Yonhap) -- Foreign tourist spending at CJ Olive Young’s key regional stores surged during the early-May holiday period, as demand for K-beauty spreads beyond Seoul’s major shopping districts.

 

According to data released Wednesday by the company, based on analysis from tax refund operator Global Tax Free, foreign sales at Olive Young stores from May 1-5 rose 27 percent from the previous week.

 

By nationality, Japanese tourists increased spending by 74 percent, while Chinese tourists rose 35 percent.

 

Long lines formed even before opening at major tourist districts in Seoul, such as Myeong-dong and Hongdae, while sales growth was also notable at key regional locations.

 

In particular, foreign sales in South Jeolla Province jumped 229 percent from the previous week and surged 654 percent from a year earlier.

 

▲ This image provided by Olive Young shows the interior view of the Olive Young Jeju Yongdam Branch decorated with local Jeju-themed elements. (PHOTO NOT FOR SALE)(Yonhap)

 

The increase is attributed to a rise in Chinese and Japanese tourists visiting the region, especially as more international cruise ships arrive in Yeosu.

 

Other regions also saw strong gains during the holiday period, including Daejeon Town, up 69 percent, Gwangju Town, up 53 percent, and Cheongju Town, up 43 percent from the previous week.

 

According to Olive Young, foreign visitors showed balanced interest not only in popular items like sheet masks but also in skincare and wellness products.

 

Japanese tourists favored basic cosmetics and inner beauty products such as diet jellies, while Chinese tourists showed strong preference for makeup items like setting sprays.

 

Ahead of the holiday, Olive Young prepared for increased tourist demand by offering discounts via WeChat Pay, Alipay and Line Pay, and securing sufficient inventory of popular products at high-traffic stores.

 

A company official said the trend of foreign tourists visiting regional destinations such as Yeosu and Daejeon is driving sales growth at Olive Young’s non-metropolitan stores.

 

The official added that the company will continue expanding large-scale and regionally specialized stores outside Seoul to establish them as key K-beauty shopping hubs and tourism infrastructure.

 

jwc@yna.co.kr

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