CJ Olive Young announced plans to take its renowned beauty event, Olive Young Festa, international this year, with scheduled events in Japan and the United States.
Originating as Korea’s premier large-scale beauty festival, Olive Young Festa provides an immersive platform for brands to directly showcase their products to consumers, capitalizing on Olive Young’s expertise in product curation and understanding of emerging beauty trends.
Olive Young Festa 2026 will maintain its core concept while evolving into a global tour, offering international audiences a firsthand experience of K-beauty. The festival will shine a spotlight on each brand’s unique philosophy, story, and product offerings, with the goal of establishing a strong local customer base.
To effectively engage overseas consumers, particularly those with limited familiarity with K-beauty, the event will feature tailored programs introducing K-beauty routines, essential beauty tips, and the unique strengths of various products in an accessible and engaging manner.
The festival will also function as a key business platform for the K-beauty industry, uniting local influencers, beauty brands, and industry experts to foster valuable networking opportunities. Through this event, Olive Young intends to empower promising small and medium-sized Korean beauty brands to expand their export capabilities and secure access to international distribution channels.
The global tour is scheduled to kick off in Japan during KCON Japan 2026 in May, followed by an event in Los Angeles in August.
Attendees at each venue will have the opportunity to immerse themselves in Olive Young’s distinctive retail approach, centered on the principles of “healthy beauty.”
With this global expansion, the company aims to solidify its position as a leading “K-beauty ambassador,” facilitating brand recognition among international consumers for participating companies.
Olive Young is also preparing to host additional festival events within Korea, allowing domestic customers to directly engage with participating brands.
“Since its inception in 2019, Olive Young Festa has matured into a vital platform where numerous small and medium-sized beauty brands can connect directly with consumers,” a company representative stated.
“This year, we are elevating the stage to a global scale to showcase the essence of K-beauty, curated by Olive Young, and to continue spearheading the global expansion of the K-beauty industry.”
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