CJ Group Chairman Lee Jae-hyun recently visited Olive Young’s highly anticipated first US store in Pasadena, California. This strategic visit underscores the leading K-beauty retailer’s significant overseas expansion and CJ Group’s broader vision to establish a comprehensive Korean lifestyle presence across North America.
The company confirmed on Sunday that Chairman Lee toured the new Pasadena location prior to its official Friday opening. During his visit, he engaged in discussions regarding the group’s ambitious regional growth plans with key executives, including CJ Corp. CEO Kim Hong-ki and Lee Sun-ho, head of future planning at CJ Corp.
Chairman Lee emphasized the profound significance of this venture, stating, “The opening of Olive Young’s first US store is not simply the launch of another retail outlet. It is our first step into the world’s largest market and the beginning of a broader global expansion.”
This Pasadena store serves as Olive Young’s crucial initial entry point into the expansive US market, with plans for further expansion targeting the East Coast and the South. Reflecting the highly successful retail format found in Korea, the store boasts an impressive selection of over 5,000 unique products from approximately 400 small and midsize Korean beauty brands.
Anticipation was high, with eager shoppers forming lines even before the doors officially opened on Friday, all keen to explore the extensive and diverse K-beauty selection conveniently gathered under one roof.
Customers quickly noted the difference. Fran, a shopper at the new Pasadena store, commented on the superior variety, stating, “I feel like there’s much more range,” particularly when contrasting the selection with what she perceived as the more limited offerings from Western beauty retailers.
Echoing this sentiment, another customer, Julia, remarked that her shopping experience evoked memories of a recent trip to Korea, adding, “The products are very diverse, and I like the makeup and skincare. I like the formulations.”
Significantly, for CJ Group, Olive Young’s presence is a pivotal cornerstone of a much broader strategic blueprint: to cultivate a holistic Korean lifestyle ecosystem throughout North America. This ambitious plan integrates its thriving K-beauty business with popular food brands managed by CJ CheilJedang and CJ Foodville, alongside its dynamic entertainment and media businesses operating under CJ ENM.
Chairman Lee articulated the expansive vision: “Our goal is not limited to K-beauty and K-wellness. We want to bring a healthy and stylish lifestyle into the everyday lives of American consumers.”
