CJ Olive Young will host the “Olive Young Festa” in the United States for the first time this coming August. Following the launch of its first offline store in the US in May, the company plans to expand offline touchpoints to deepen local customers’ K-beauty experience.

Olive Young announced on the 2nd that it will hold “Olive Young Festa LA 2026” in conjunction with “KCON LA 2026,” which will take place for three days from August 14 (local time) at the Los Angeles Convention Center in Los Angeles, California. The Festa will be operated with a booth of approximately 4,700㎡ (1,422 pyeong), and will be set up as an extra-large K-beauty playground that brings together Olive Young’s experiential content in one place.

Olive Young Festa is the first beauty festival launched in Korea by Olive Young in 2019, and following Japan in May, the company will now hold its second global event in the United States.

The LA Festa will recreate the streets of Seoul’s key commercial districts, allowing visitors to experience K-beauty brands as if they were traveling through Seoul. A total of 55 K-beauty and lifestyle brands will participate, showcasing their signature products and a variety of experiential content. At the center of the booth, a “store zone” will be created to resemble an Olive Young outlet, introducing leading K-beauty products.

The area surrounding the store zone will be themed around four of Seoul’s major commercial districts: Hongdae, Myeong-dong, Seongsu, and Gangnam. Spaces reminiscent of Seoul streets will be created with Korean-language signs and bus stops, and each zone will offer experiential services such as skin scans.

Various support programs will also be prepared to help small and indie brands broaden their contact with local customers and raise brand awareness. Representative among these will be the experiential lecture program “Beauty & Health Deep Dive,” organized by the brands. In this program, brands will directly introduce their signature products and brand stories, while visitors experience the products and engage in Q&A sessions.

In addition, through the “Future Connect Lounge,” a networking space, participating brands will be supported in sharing and exchanging the experiences and insights they have gained in the process of entering the US market.

The Festa will leverage its connection with KCON LA 2026 to enhance synergies between K-beauty and K-culture. The plan is to naturally introduce K-beauty to global customers visiting the event to enjoy Korean culture, including K-pop and K-food, while also expanding the interest of K-beauty fans to the broader K-lifestyle domain.

An Olive Young official stated, “This Festa will serve as an opportunity to further expand the K-beauty experience proposed by Olive Young in the US market,” adding, “Going forward, we will continue to organically connect our local US stores, online mall, and Festa events to promote not only K-beauty but K-lifestyle to the world, while building a foundation for domestic brands to grow in global markets.”

Meanwhile, Olive Young opened its first offline store in the US in Los Angeles this past May. On the 15th of this month, it will add a second outlet at Westfield Century City, a major LA shopping mall, accelerating its push into the North American offline market. Olive Young plans to expand its offline stores across the United States, including the East Coast, to broaden the influence of K-beauty.

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