CJ Olive Young is enhancing the K-beauty shopping experience for international visitors and strengthening partnerships to make K-beauty more accessible
CJ Olive Young is strengthening its offline store strategy to better serve international customers, responding to the growing demand for K-beauty among international visitors to Korea.
CJ Olive Young plans to solidify its role as a “Global K-Beauty Gateway,” introducing a diverse selection of small and medium-sized Korean brands to global customers. To achieve this, the company is focused on providing a seamless and enjoyable shopping experience through customized services and expanded promotional offerings for tourists.
CJ Olive Young is continuously improving shopping convenience by designating stores with high tourist traffic and significant sales contributions as “Global Specialized Stores.” While only 10 to 20 stores held this designation in the mid-2010s, the number has now grown to over 110 locations, covering major shopping districts such as Myeongdong, Gangnam and Hongdae in Seoul, as well as destinations in Busan and Jeju.
To enhance the shopping experience for international tourists visiting its Global Specialized Stores, CJ Olive Young prioritizes the placement of multilingual staff in these stores and provides international language guides for ongoing promotions throughout the stores. Additionally, electronic labels featuring product names in both Korean and English have been introduced for easier access to product information. In these designated locations, the latest K-beauty brands and best-selling products among international customers are prominently displayed near the entrance for greater visibility.
Exclusive promotions for tourists are also frequently offered. For example, during Olive Young’s signature sale event, the “Big Bang Sale,” customers who pay with Alipay and meet a specified spending threshold can receive additional discounts. Since 2015, CJ Olive Young’s flagship Global Specialized Stores have participated in the Korea Grand Sale, a promotion hosted by the Ministry of Culture, Sports and Tourism and organized by the Visit Korea Committee.
CJ Olive Young also offers exclusive promotions for international visitors in partnership with global travel agencies and hotel chains. Until June, it is collaborating with Trip.com, a leading global travel platform, to offer Olive Young package deals, providing tourists with an Olive Young discount coupon book upon check-in at participating accommodations. Additionally, Marriott’s Courtyard Seoul Namdaemun Hotel is offering the “Seoul Beauty Travel Package” through March 31, which includes an Olive Young gift card.
Moving forward, CJ Olive Young aims to further expand and diversify its major offline stores, tailoring them to specific locations and customer demographics while expanding services and promotions. As part of this initiative, a trial run of the “Olive Young Personal Shopper” service will take place at the flagship Olive Young Gangnam Town store until the end of March. The Gangnam area, stretching from Gangnam Station to Samseong Station, is a popular destination for tourists staying in nearby hotels, as well as beauty-focused tourists visiting dermatology and aesthetics clinics, making skincare and UV protection products a popular choice among shoppers.
The “Olive Young Personal Shopper,” available through the online reservation platform Klook, provides multilingual assistance in Korean, English, Japanese and Chinese, offering in-store guidance and personalized beauty consultations based on customers’ specific interests. Customers receive a welcome pouch kit, as well as VIP gifts and complimentary hotel delivery depending on their purchase amount. CJ Olive Young plans to expand the service based on customer feedback and response.
As part of the Korea Beauty Festival last year, the company hosted the “K-Beauty Docent” program, offering tourists an in-depth introduction to K-beauty trends and products. In 2025, Olive Young plans to continue the program in coordination with major international events, further boosting the global recognition of K-beauty brands.
A CJ Olive Young representative stated, “As the leading K-beauty platform for both Korean and international consumers, CJ Olive Young will continue to elevate the online and offline shopping experience for global customers, acting as a bridge for small and medium-sized beauty brands to expand globally.”
CJ Olive Young currently operates around 1,400 stores nationwide, with over 80% of its products coming from small and medium-sized Korean brands.
