CJ Olive Young, Korea’s leading beauty and health retailer, announced plans to expand its flagship FESTA event to major global markets this year, including Los Angeles, U.S. and Tokyo, Japan. OLIVE YOUNG FESTA is an experiential festival that allows participating brands to engage directly with consumers, introducing their products and brand competitiveness through hands-on experiences grounded in Olive Young’s product curation expertise and trend insights.
What makes OLIVE YOUNG FESTA different?
The OLIVE YOUNG FESTA 2026 expands the original identity of FESTA into a format that enables audiences to experience K-beauty in a concentrated and immersive way. Designed as a large-scale showcase, the event presents the full breadth of K-beauty at once, allowing visitors to experience brand philosophies, stories, and products firsthand while building meaningful connections with local audiences.
In particular, this year’s world tour has been designed with global consumers who may be less familiar with K-beauty in mind. A wide range of interactive elements will allow visitors to quickly and intuitively experience K-beauty routines, know-how, and product competitiveness. In addition, Olive Young plans to operate networking programs involving local influencers, beauty industry experts, and retail partners, alongside conferences and dedicated lounges for business partners, creating a practical business space that supports the expansion of the global K-beauty ecosystem.
When and where will the OLIVE YOUNG FESTA take place?
FESTA will officially kick off in May with “OLIVE YOUNG FESTA Japan 2026,” held during KCON JAPAN 2026 at Makuhari Messe. This will be followed in August by “OLIVE YOUNG FESTA LA 2026,” hosted in Los Angeles and curated as a large-scale showcase, curated as a large-scale showcase that brings hundreds of brands together. In particular, it will vividly recreate the unique Olive Young store experience to spread the value of “healthy beauty” to local customers.
What role does FESTA play in expanding K-beauty globally?
Through the OY FESTA’s world tour, Olive Young aims to strengthen its role as a “K-beauty ambassador,” helping consumers worldwide recognize the unique value of each individual K-beauty brand. Under the event identity Healthy Beauty Playground, the company plans to deliver differentiated content that allows global Gen Z audiences to see, hear, experience, and ultimately remember K-beauty brands through immersive, hands-on engagement.
What is OLIVE YOUNG FESTA?
Since its launch in 2019, OLIVE YOUNG FESTA has served as a one-of-a-kind platform within the industry, enabling numerous small and mid-sized K-beauty brands to grow through direct consumer connection. By taking FESTA to the global stage, Olive Young aims to showcase the competitiveness of K-brands and firmly establish itself as the definitive standard and trendsetter of K-beauty.
