CJ Olive Young is bringing its signature beauty festival, Olive Young Festa, overseas to connect K‑beauty brands with international shoppers.
K‑beauty exports have surged. According to South Korea's Ministry of Food and Drug Safety, cosmetic exports reached $11.43 billion last year (about ₩16.65 trillion), a 12.3% increase from the year before and a record high. Monthly export figures set records throughout the year, and in September exports topped $1.1 billion for the first time. By country, the United States led with $2.2 billion, followed by China and Japan.
Riding that momentum, CJ Olive Young will stage its flagship Festa abroad to give K‑beauty brands more direct access to global consumers. The event is designed for brands to meet shoppers face‑to‑face, demo products and offer hands‑on trials.
This year’s first overseas edition will take place at KCON JAPAN 2026 at Makuhari Messe in Chiba in May. In August, CJ Olive Young plans an event in Los Angeles. The LA showcase will feature multiple brands and programs that let local consumers try products firsthand, with potential networking sessions for local influencers and beauty industry insiders.
CJ Olive Young has participated in KCON since 2016 to expand K‑beauty’s global reach. At last year’s KCON JAPAN, around 40 brands showcased roughly 100 products. Back home, last year’s Olive Young Festa attracted about 110 brands, the largest edition yet.
With the overseas Festa, Olive Young aims to boost K‑beauty’s visibility among international shoppers. The program will focus on hands‑on brand and product experiences alongside diverse lifestyle content. The Festa will be built around the concept HEALTHY BEAUTY PLAYGROUND — a “healthy beauty playground” — and the company is preparing similar consumer‑brand meetups in Korea.
A CJ Olive Young spokesperson said, “Olive Young Festa has always been an opportunity for domestic beauty brands to connect directly with consumers. By hosting events abroad, we aim to raise K‑beauty awareness in global markets and support brands as they expand internationally.”
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