CJ Olive Young is expanding its signature beauty festival, Olive Young Festa, to the global stage this year. The event will roll out sequentially in major hubs in Japan and the United States, offering hands-on experiences with K-beauty products and brand identities. It aims to foster local fan communities and provide networking for small and medium-sized Korean brands to gain international exposure.
CJ Olive Young, Korea's largest beauty retailer, announced on Tuesday that its Olive Young Festa will adopt a world tour format in 2026, while keeping a focus on hands-on K-beauty experiences. Launched in 2019, the festival has evolved into a platform where partner brands connect directly with consumers through curation and trend insights. The tour begins in May at Makuhari Messe in Chiba, Japan, coinciding with KCON Japan 2026, and continues to Los Angeles in August.
The events will include interactive zones for Korean skincare routines, product testing, and networking among influencers, beauty brands, and professionals. A company official stated, "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." They added, "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."
The Los Angeles edition is set to be a large-scale showcase featuring hundreds of brands, highlighting the retailer's curation, storytelling, and in-store healthy beauty concept. Under the theme "Healthy Beauty Playground," the festival will offer content tailored to Gen Z audiences worldwide and plans include a domestic version to further strengthen Korean beauty brands' global presence.
