OLIVE YOUNG brings curated K-beauty experiences and top brands to Japan as FESTA expands globally
OLIVE YOUNG launched its OLIVE YOUNG FESTA World Tour in Japan.
OLIVE YOUNG hosted OLIVE YOUNG FESTA JAPAN 2026 from May 8 to 10 at Makuhari Messe in Chiba, Japan. The event was held in conjunction with KCON JAPAN 2026, which took place over the same period.
Launched in 2019, OLIVE YOUNG FESTA is Korea’s first beauty festival of its kind. Since its debut, the event has grown significantly in both scale and scope, creating a platform where brands can connect with consumers directly, share their philosophies and products and help offer deeper, more engaging brand experiences. This year, as OLIVE YOUNG expands its global distribution network across multiple channels — including its cross-border e-commerce platform, OLIVE YOUNG Global Mall, U.S. physical retail expansion and a partnership with Sephora — the festival is expanding beyond Korea to further strengthen K-beauty’s presence in global markets.
OLIVE YOUNG FESTA JAPAN 2026 featured an approximately 542-square-meter exhibition space, where 55 brands presented trending K-beauty products and curated experiences. The booth recreated the OLIVE YOUNG store experience, while the surrounding walkways drew inspiration from the streets of Myeongdong and Hongdae, two of Korea’s most iconic beauty and shopping districts, creating a more immersive visitor experience.
To effectively showcase the latest K-beauty trends, OLIVE YOUNG introduced dedicated zones highlighting its core strength in product curation.
The key zones at this year’s FESTA were the “K-Beauty Top Rank Zone” and the “K-Beauty Select Zone.” The K-Beauty Top Rank Zone featured 36 products across 12 categories, selected from the winners of the 2025 OLIVE YOUNG Awards based on the company’s annual purchase data. The zone was designed to help even those new to K-beauty easily discover and choose popular Korean products.
The K-Beauty Select Zone showcased step-by-step routines that made Korea’s approach to beauty care easy to follow in everyday life. In particular, the zone focused on three categories generating strong interest in Japan: skincare, makeup and beauty supplements. For visitors less familiar with K-beauty, on-site staff known as “K-Beauty Geniuses” provided personalized product and routine recommendations.
OLIVE YOUNG also operated the “OLIVE YOUNG Exclusive Zone,” designed to turn product discovery into exclusive purchasing opportunities. The zone offered specially selected K-beauty product sets at significant discounts. Visitors could test products on-site and purchase them at promotional prices through OLIVE YOUNG Global Mall. Event participants received discount coupons for these sets, along with surprise coupons redeemable during the OLIVE YOUNG Sale.
OLIVE YOUNG also brought popular in-store beauty services to FESTA, offering local consumers a more engaging K-beauty experience. At the “touch-up lounge,” OLIVE YOUNG beauty consultants provided quick makeup touch-up services tailored to visitors’ preferences. At the “BIOHEAL BOH Zone,” visitors could take part in a skin analysis and receive personalized product recommendations. Visitors could also complete simple missions at each zone to collect stamps and receive prizes, while a vending machine inside the booth offered random FESTA goodie bags containing products valued at approximately 20 USD.
“As the first stop of the FESTA World Tour, this event served as an important milestone, offering visitors in Japan a multidimensional K-beauty experience while helping expand the global K-beauty fan base,” an OLIVE YOUNG representative said. “Building on our experience operating FESTA in Korea and Japan, we will present an even larger-scale, more advanced and distinctive experience at the FESTA event in LA this August, aimed at captivating K-beauty fans worldwide.”
OLIVE YOUNG FESTA, launched in 2019 to mark OLIVE YOUNG’s 20th anniversary, is the original K-beauty festival. It has served as a bridge between brands and consumers, contributed to the growth of K-beauty fandom in Korea and established itself as a leading industry event. OLIVE YOUNG plans to leverage its years of FESTA experience for the World Tour, expanding its scale and incorporating localized content to further drive the global growth of the K-beauty industry.
