[CJ ON THE GROUND – OLIVE YOUNG] ‘This Is Where Our Global Journey Begins’ as OLIVE YOUNG Makes Its U.S. Debut

Before dawn, customers lined up around the block to experience OLIVE YOUNG’s signature beauty retail concept, from personalized skincare consultations to hands-on product discovery “This is where our global journey begins. This is where we start.” On May 29, 2026, as OLIVE YOUNG, Korea’s leading K-beauty platform, opened its first U.S. store, CJ Group Chairman Lee Jay-hyun met with employees and declared the start of a new global journey. As if responding to that invitation, people began gathering before sunrise. Some arrived with folding chairs and wrapped themselves in blankets, while others had been holding their spots since 1 a.m. Hours before the doors opened, the line continued to grow, eventually wrapping around the building several times.  On opening day, a full-fledged dawn rush unfolded, driven by the excitement of finally being able to touch and try the K-beauty products many had only seen on their screens. With thermoses and phone chargers in hand, those waiting in line looked more excited than tired. Across the crowd, there was a clear sense of anticipation as shoppers looked forward to exploring and trying a wide range of K-beauty products without traveling to Korea. Before the Doors Opened, a Message for Employees at the Start of a Global Journey Before the store opened, Chairman Lee personally toured the Pasadena location. Looking out at the long line outside, he saw the store as more than OLIVE YOUNG’s first U.S. location. To him, it marked the beginning of a global journey. He gathered the employees who would help lead that first chapter and shared words of encouragement. “This is where our – journey begins,” Chairman Lee said. “This is a global store, and this is where we start. Wherever we go on the global stage, you are the starting point. I truly respect your passion and energy. So please join me on this journey to share our lifestyle with the world. I hope you will be with me on this beautiful journey toward the future.” After his remarks, Chairman Lee high-fived and shook hands with each employee, acknowledging their passion and offering his encouragement. The long line outside the store seemed to underscore his message — this was where the journey would begin and reach the wider world. As Chairman Lee slowly walked through the aisles, he stopped at the Skin Scan, the free skin analysis device. He placed the back of his hand on it and tried the analysis for himself. Chairman Lee then summed up what OLIVE YOUNG is striving to bring to the U.S. “We are not simply selling products,” he said. “We are completely different from any other player. We are always new, always innovating, always evolving and constantly curating the latest trends, helping customers understand what is new and what is right for them with sincerity. That is what I believe.” The store goes beyond helping customers choose products, offering a complete beauty experience that spans everything from skin analysis to personalized consultation. In many ways, OLIVE YOUNG has brought the “beauty playground” it has refined over 27 years in Korea directly to the U.S. The Doors Finally Open to the First Greeting, “We’re Here to Help!” “Annyeonghaseyo! Welcome to OLIVE YOUNG! We’re here to help.” At last, the doors opened, and the employees’ first greeting rang out across the store. It was the English version of a familiar welcome used in OLIVE YOUNG stores in Korea. In that moment, OLIVE YOUNG’s signature “soft-touch service” approach — giving customers space to browse while remaining readily available to help — crossed the Pacific.  As the first customers, many of whom had waited through the night, entered the store, the space filled with energy almost instantly. People tried products, tested scents and swatched colors on the backs of their hands. They took photos in front of their favorite brands, browsed recommended items with friends and filled the store with laughter. Customers could analyze their skin with the self-service Skin Scan device, then bring the results to THE BEAUTY LAB zone for a one-on-one “skincare lesson” with a staff member.  What is double cleansing, and why does it matter? In what order should serum and cream be applied? How should sun care and aftercare be approached? Staff members guided customers through each step with the expertise of a personal beauty consultant.  Ultimately, it was this kind of hands-on experience that had drawn people to the store before dawn. Sheet Masks for Minnesota, Cake for Pasadena Chairman Lee also brought a small gift for employees: a cake from TOUS les JOURS. But the cake was not simply a gesture to celebrate the store opening. “As you know, CJ is not just a beauty company,” Chairman Lee said. “We also offer food. We call ourselves a lifestyle company. Whether through products, services or anything else, we are a company that presents our trendy lifestyle. We want to introduce K-lifestyle to U.S. customers as well.” In fact, a similar scene had played out just a few days earlier in Minnesota. When Chairman Lee met with employees at CJ’s food business operations in Minnesota, he gave them K-beauty products from OLIVE YOUNG. This time in Pasadena, he gave K-food in the form of a cake to employees in the beauty business. K-beauty for employees in the food business, and K-food for employees in the beauty business. Across both locations, Chairman Lee wanted to deliver the same message. Food and beauty may belong to different businesses, but within CJ, they come together as a shared K-lifestyle experience. For Chairman Lee, the small gifts made that message tangible, showing employees in the U.S. how CJ connects its businesses through a broader vision it aims to bring to the world. A line wrapping around the building before dawn. A nightlong wait. With that powerful opening day, K-beauty’s new global journey began its first chapter. As Chairman Lee put it, this “beautiful journey toward the future” has only just begun.