Olive Young LA Fest Attracts 100,000 Visitors, Captivating American Consumers with K-Beauty

CJ Olive Young reported that its large-scale K-Beauty event in Los Angeles attracted 100,000 visitors over three days.

The "Olive Young Fest LA 2026," held from August 14 to 16, drew a total of 100,000 attendees, the company announced on August 18.

The event was held in conjunction with the K-Festival "KCON LA 2026." A total of 55 K-Beauty and lifestyle brands participated in the 1422-pyeong venue.

Olive Young transformed the event space to resemble a major shopping district in Seoul. Visitors were greeted by sounds from a Seoul subway station at the entrance, and the interior was designed to evoke areas like Gangnam, Seongsu, Myeongdong, and Hongdae, allowing local consumers to experience K-Beauty alongside Seoul culture.

The skincare area featured a layout that followed the "K-Skincare Routine," showcasing products for double cleansing, pads, serums, and sun care, enabling attendees to compare and try various items.

The "My Color Vibe" zone, which diagnoses personal color and recommends tailored products, saw long lines throughout the event, indicating strong interest in experiential content.

Diante, a visitor from California, remarked, "Each area is decorated with a different concept, making it very interesting. The entire booth feels like a Korean street, which is fun and reminds me of my trip to Korea."

The event also served as a platform for small and indie brands from Korea to directly introduce their products to local consumers. All participating brands are K-Beauty brands available in Olive Young stores in the U.S., each setting up booths for product demonstrations and interactive events.

Kim So-hyun, a brand manager at Dong-A Pharmaceutical, stated, "Being in Olive Young's U.S. stores has greatly helped us promote our brand locally."

Song Joo-yeon, head of the U.S. branch of PharmaResearch, expressed, "It is meaningful to meet local customers through Olive Young stores and the fest."

An Olive Young representative stated, "We will continue to expand opportunities for domestic brands to meet global customers and strengthen our role as a platform supporting the growth of the K-Beauty ecosystem in the U.S."