CJ Olive Young to Host First 'Olive Young Festa' in Los Angeles in August, Expanding K-Beauty Reach

CJ Olive Young is accelerating its entry into the North American market by hosting a large-scale experiential beauty event following the opening of its offline stores in the U.S.
 
The company announced on July 2 that it will hold the "Olive Young Festa LA 2026" from August 14 to 16 at the LA Convention Center in Los Angeles, California.
 
This will be the first time Olive Young hosts the event on U.S. soil, coinciding with the major K-culture festival "KCON LA 2026" taking place during the same period.
 
The event will feature 55 K-beauty and lifestyle brands showcasing their flagship products and experiential content in a space covering approximately 4,700 square meters.
 
The venue will be themed as a "K-Beauty Playground Festival," with a central area designed to resemble an actual Olive Young store. Surrounding spaces will mimic popular shopping districts in Seoul, including Hongdae, Myeongdong, Seongsu, and Gangnam.
 
Facilities reminiscent of Seoul streets, such as Korean signage and bus stops, will be installed, along with experiential services like "Skin Scan" to analyze skin conditions. Visitors who collect stamps throughout the venue will receive a limited-edition goodie bag filled with K-skin care products on a first-come, first-served basis.
 
The participating brands will also engage in programs where they explain their products and brand philosophies directly to local consumers. In the "Beauty & Health Deep Dive," brand representatives will introduce the features and usage of their flagship products and answer questions from attendees.
 
A networking space called the "Future Connect Lounge" will be available for brands to share experiences and marketing insights gained from entering the U.S. market, as well as to seek collaboration opportunities for local business expansion.
 
The Olive Young Festa began in South Korea in 2019, designed for brands to meet customers directly and allow consumers to experience new cosmetics. This year, the event expanded to the U.S. after its first overseas festival in Chiba, Japan, in May.
 
Prior to the festival, Olive Young opened its first U.S. store in Pasadena, California, on May 29, followed by a second store in Westfield Century City, Los Angeles, in June.
 
The Pasadena location serves as a flagship store to promote Olive Young's brand identity and K-beauty experience, while the Century City store targets customers at a premium shopping mall. The Pasadena opening attracted significant local interest, with customers lining up before the store opened.
 
To ensure a stable supply of products to its U.S. online and offline stores, Olive Young established its first local logistics center in the western U.S. in March. The company plans to expand the center's capacity in line with shipping volumes and establish additional locations on the East Coast to create a multi-site logistics system in North America.
 
An Olive Young representative stated, "This festival will serve as an opportunity to further expand the K-beauty experience that Olive Young offers in the U.S. We aim to create a foundation for domestic brands to grow in the global market by organically connecting local stores, online malls, and the festival."