CJ Olive Young to bring 'Olive Young Festa' to Los Angeles in K-beauty showcase

CJ Olive Young said it will hold "Olive Young Festa LA 2026" in conjunction with KCON LA 2026, which runs for three days from Aug. 14 (local time) at the LA Convention Center in Los Angeles.

It will be the first time the Olive Young Festa has been held in the United States, making it the second overseas edition this year after Japan in May. The event follows the opening of Olive Young's first brick-and-mortar store in the US last May, and the company said it aims to deepen K-beauty experiences for local customers through the festival. The booth will span approximately 4,700 square meters and feature 55 K-beauty and lifestyle brands.

The festival is themed "K-Beauty Playground Festival" and recreates the streetscapes of Seoul's most iconic commercial districts. At the center of the booth, a "Store Zone" will replicate an actual Olive Young store. Four zones themed around Hongdae, Myeong-dong, Seongsu and Gangnam will offer hands-on services including skin scanning. The space will also feature hangul signage, bus stops and other design elements evoking Seoul street life. Customers who collect stamps by visiting booths throughout the venue will receive a limited-edition "Festa goodie bag" containing a K-skincare routine set.

A support program for participating brands has also been prepared. A highlight is "Beauty & Health Deep Dive," an experiential talk session in which brands introduce their signature products and stories directly to attendees, giving brands and local customers a chance to build trust through direct interaction. At a networking space called the "Future Connect Lounge," participating brands will share their experiences and insights on entering the US market.

The festival is structured to introduce K-beauty naturally to global visitors who come to the venue for Korean culture — K-pop, food and more — through its tie-in with KCON LA 2026. "We will continue to connect our US stores, online mall and Festa to spread not just K-beauty but the K-lifestyle to the world," an Olive Young official said.

The Olive Young Festa launched in 2019 as South Korea's first beauty festival of its kind. It is an experiential beauty event where brands meet customers directly, introduce their signature products and offer a range of content, and has grown in scale and programming every year since.