CJ Olive Young expands its beauty festival to 'Olive Young Festa World Tour'

▲ Visitors attend the "2025 Olive Young Festa" held by CJ Olive Young at Nodeul Island in May, 2025. (PHOTO NOT FOR SALE) (Yonhap)

SEOUL, March 10 (Yonhap) -- CJ Olive Young said Tuesday it will expand its flagship beauty festival into a global event series titled "Olive Young Festa World Tour," bringing the experience of K-beauty to overseas markets.

"Olive Young Festa," the country’s first beauty festival that has helped broaden the base of the K-beauty industry, will extend its role onto the global stage, the company said.

The retailer plans to hold this year’s event sequentially in key global hubs in Japan and the United States. The festival is an experiential event where participating brands meet customers directly to introduce their products and brand competitiveness, based on Olive Young’s product curation and trend insights.

While maintaining the festival’s original identity, "Olive Young Festa 2026" will expand into a world tour format that offers a concentrated experience of K-beauty. The event will feature a large-scale lineup allowing visitors to explore various aspects of K-beauty at once, while directly experiencing brands’ philosophies, stories and products, with the aim of fostering local fan bases.

To help overseas consumers who may be unfamiliar with K-beauty, the event will include diverse hands-on programs designed to make it easy and quick to experience K-beauty routines, know-how and product strengths.

Influencers, brand representatives and beauty industry officials from the host countries will also take part, with dedicated networking opportunities and business spaces created to help expand the K-beauty ecosystem. The initiative aims to serve as a bridge helping promising small and medium-sized Korean beauty brands expand exports and enter local distribution networks.

The world tour will kick off in May with "Olive Young Festa JAPAN 2026" at the venue of KCON JAPAN 2026 in Makuhari Messe in Chiba Prefecture, Japan.

In August, the company will hold "Olive Young Festa LA 2026" in Los Angeles, a global hub where beauty and cultural trends converge. The event will be organized as a large-scale showcase featuring hundreds of brands gathered in one place, highlighting Olive Young’s distinctive curation and brand storytelling.

The venue will recreate Olive Young’s signature store experience, conveying the brand’s message of healthy beauty to local customers.

Through the world tour, Olive Young plans to strengthen its role as a "K-beauty ambassador" that introduces the value of individual K-beauty brands to consumers worldwide.

Under the festival identity of "HEALTHY BEAUTY PLAYGROUND," the company will present differentiated content allowing Generation Z consumers around the world to see, hear and experience brands firsthand. Olive Young is also preparing to hold a festival in Korea where customers can meet participating brands in person.

"Since its launch in 2019, Olive Young Festa has taken on new challenges each year and established itself as a win-win platform where numerous small and medium-sized brands can communicate directly with customers," a company official said. "This year, we will expand the stage globally to highlight the essence of K-beauty curated by Olive Young and lead the global growth of the K-beauty industry."

jwc@yna.co.kr

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