CJ Olive Young's beauty festival, Olive Young Festa, is going global — and it's set to open an exciting new chapter for K-beauty.
On the 10th, CJ Olive Young announced that Olive Young Festa — Korea's first beauty festival, which has helped expand the K-beauty industry — will be held this year in major international hubs, starting with Japan and the United States.
Built on Olive Young's product curation and trend insights, Olive Young Festa goes beyond product displays. It's a hands-on festival where brands meet customers directly and showcase what makes their products and brands stand out.
This year's Olive Young Festa 2026 keeps the festival’s core identity while expanding into a world tour format that offers a concentrated K-beauty experience.
With many international attendees less familiar with K-beauty, organizers will create interactive stations where visitors can easily and playfully try K-beauty routines, pick up insider tips, and test standout products.
They’ll also provide practical business spaces for local influencers, brands, and industry professionals to network. CJ Olive Young says these areas will act as bridges to local distribution channels, helping promising Korean small and midsize brands enter overseas markets.
Through the world tour, Olive Young aims to strengthen its role as a K-beauty ambassador, imprinting each brand’s value on local consumers. Under the festival identity HEALTHY BEAUTY PLAYGROUND, Olive Young will roll out distinctive content so Gen Z worldwide can see, hear, and try a range of K-beauty brands — and remember them.
The world tour kicks off in Japan. In May, Olive Young will debut the global festival as Olive Young Festa JAPAN 2026 at Makuhari Messe in Chiba Prefecture, during KCON JAPAN 2026.
The next stop is the United States. In August, Olive Young Festa LA 2026 will take place in Los Angeles, a global trend hub. The LA event will be a large-scale showcase featuring hundreds of brands, recreating Olive Young's signature in-store experience to communicate the value of healthy beauty to local customers.
A CJ Olive Young spokesperson said that since its launch in 2019, the original domestic beauty festa — Olive Young Festa — has taken on new challenges each year and become a collaborative platform where many small brands connect directly with customers. This year, by expanding onto the global stage, we aim to showcase the essence of K-beauty championed by Olive Young and lead K-beauty’s global growth.
In addition to the world tour, Olive Young is also preparing a festival for domestic customers.
As Olive Young expands its role as a K-beauty incubator that helps promising domestic small brands go global, industry watchers are eager to see how CJ Olive Young will usher in a second golden era for K-beauty on the international stage.
