Global Mall-Driven CJ Olive Young Showcases 70 K-Beauty Brands in the US

Setting Up the Largest-Ever KCON Booth
Leading SME Collaboration Through 'Globalization of the K-Beauty Industry'

CJ Olive Young is expanding its reach as a global K-beauty platform. The company aims to contribute to the growth of K-beauty as a national representative industry, similar to 'French fashion' or 'Italian cuisine,' rather than just a fleeting trend.

The Olive Young booth at 'KCON LA 2024' held in Los Angeles (LA), USA, was a great success.
[Photo by Olive Young]

According to CJ Olive Young on the 30th, the number of members of 'Olive Young Global Mall' in the first half of this year increased by 50% compared to the same period last year. Sales rose by about 81% during the same period. Launched in 2019, Olive Young Global Mall is an online mall that sells K-beauty products to 150 countries worldwide. Customers from North America, including the United States and Canada, account for more than 70%. The number of products handled reaches about 10,000. Through the 'Olive Young Beauty Box,' which offers special prices on various brand products every month, the platform is raising overseas awareness of small and medium-sized K-beauty brands.

Recently, CJ Olive Young actively promoted Olive Young Global Mall by participating in ‘KCON LA 2024’ hosted by CJ ENM. This event, which showcases Korean lifestyle including music, entertainment, drama, beauty, and fashion at a glance, was held over three days from the 26th at the LA Convention Center in Los Angeles, USA. Since 2016, Olive Young has participated annually as a representative company of K-beauty, and this year set up a booth with the largest scale ever, measuring 109 pyeong (approximately 360m2).

The booth was designed with the concept of ‘K-Beauty Street,’ gathering stores such as the online mall for overseas consumers ‘Olive Young Global Mall,’ the skincare brand ‘Bring Green,’ and the makeup brand ‘Colorgram.’ The space, which embodied Olive Young Global Mall that delivers K-beauty trends to consumers the fastest, showcased popular products by category, emerging brands supported by Olive Young and the Small and Medium Business Corporation, and various small and medium K-beauty products. About 210 products from more than 70 K-beauty brands were displayed throughout the booth.

Visitors at the Olive Young booth at 'KCON LA 2024' are taking commemorative photos.
[Photo by Olive Young]

Lee Chang-joo, CEO of the skincare brand 'Anua,' which participated in the event, said, "Many overseas customers learn about and purchase our brand through Olive Young Global Mall overseas and Olive Young Global Tourism Commercial District stores in Korea," adding, "It is unique to see the reactions of foreign consumers who usually browse at the Myeongdong Olive Young store here in the United States."

Many global influencers with a strong interest in K-beauty visited the booth that day. Carlos, a beauty specialist TikToker with 1.4 million followers, said, “K-beauty brands quickly release new products that fit trends, and their packaging is pretty and sophisticated, which draws a lot of attention,” adding, “I plan to use the products I discovered at the Olive Young booth in my next video.”

There was even a customer who flew from Virginia on the U.S. East Coast to LA to visit the event. Mr. Mollin said, “At first, I became interested in Korean-style makeup because of K-pop idol groups, but now I like K-beauty brands themselves,” and added, “Visiting the KCON Olive Young booth made me want to visit Olive Young stores in Korea as well.”

An Olive Young official said, "Olive Young has consistently played the role of a 'gateway to K-beauty,' providing opportunities for various domestic small and medium K-beauty brands to meet consumers," and added, "As we are accelerating our global business by strengthening strategies in key markets such as Japan and North America, we plan to actively expand the K-beauty export market going forward."

This content was produced with the assistance of AI translation services.