Olive Young Festa—the festival that helped expand K-beauty as South Korea’s first dedicated beauty event—is going global.
CJ Olive Young announced on March 10 that this year’s Festa will tour major international hubs, including Japan and the United States. Olive Young Festa is a hands-on event where brands carried by Olive Young meet customers directly to showcase products and their brand strengths.
Olive Young Festa 2026 will evolve into a world tour that preserves its core identity while giving attendees an up-close K-beauty experience. The large-scale events are designed for visitors to explore brand philosophies, stories, and products firsthand—and to spark local fandoms.
For visitors who aren’t yet familiar with K-beauty, Olive Young will offer interactive experiences—think beauty routines, insider tips, and live demos. The Festa will also host networking programs that bring together local influencers, brand reps, and beauty industry pros. Olive Young says these efforts will expand the K-beauty ecosystem and help promising Korean small and midsize brands export and enter local distribution channels.
The world tour launches this May at KCON JAPAN 2026 at Makuhari Messe in Chiba, where Olive Young will present Olive Young Festa JAPAN 2026. In August, the tour will touch down in Los Angeles for Olive Young Festa LA 2026, which will include a massive showcase featuring hundreds of brands.
Under the theme HEALTHY BEAUTY PLAYGROUND, Olive Young will stage playful, interactive content aimed at Gen Z—letting them see, hear, and try brands in person. The company is also planning a domestic Festa in South Korea so local customers can connect with brands face to face.
An Olive Young spokesperson said, “As the original domestic beauty festa, Olive Young Festa has introduced new initiatives every year since its 2019 launch and become a platform where smaller brands can communicate directly with customers. This year, we’re taking the show global to leave a lasting impression of the K-beauty essence Olive Young represents and to drive K-beauty’s growth on the world stage.”
