CJ Olive Young announced it will host 'Olive Young Festa LA 2026' at the Los Angeles Convention Center in California from August 14 to 16. The event will be held in conjunction with the global K-culture festival 'KCON LA 2026', aiming to further elevate K-beauty's presence in the US market and expand K-lifestyle as a whole.
'Olive Young Festa LA 2026' will be set up as a large-scale 'K-Beauty Playground Festival' covering approximately 4,700㎡ (1,422 pyeong). Visitors will be able to experience a variety of K-beauty brands in themed spaces inspired by Seoul's key shopping districts such as Hongdae, Myeongdong, Seongsu, and Gangnam. A total of 55 K-beauty and lifestyle brands will participate, presenting signature products and interactive content.
Olive Young plans to actively support the overseas expansion of domestic small and indie K-beauty brands through this event. The company will run the 'Beauty & Health Deep Dive' program, where brands can directly introduce their products and philosophies, and the 'Future Connect Lounge', a networking space for sharing insights and experiences on entering the US market, to help strengthen the global competitiveness of Korean companies.
There are high expectations that K-beauty will become a new turning point leading the global market, following K-pop and K-food. Olive Young intends to organically connect its local offline stores, online mall, and this festival to expand the K-beauty experience in the US and lay the foundation for domestic brands' growth.
Consumers are increasingly valuing cultural experiences surrounding K-beauty, beyond simply purchasing products. Experiential events like 'Olive Young Festa LA' are expected to play a key role in helping K-beauty take deeper root in the mainstream US market.