[Report] "Taking a Day Off to Fill My Bag with Cosmetics"... 'Olive Young Festa' Spurs Ticket Scalping and Open Runs

The Nation's Largest Beauty Event, 'Olive Young Festa'
Open Run Begins Before Opening at Nodeul Island, Seoul, on May 21
First Outdoor Edition... About 30,000 Visitors Expected

Nodeul Island was awash in olive green.

On the morning of the 21st at 10 a.m., the waiting area for the 'Olive Young Festa' at Nodeul Island in Yongsan-gu, Seoul. The waiting line continued from 8 a.m. It was so crowded with visitors that it was controlled by dividing into four waiting lines. Photo by Park Jaehyun

On May 21, Olive Young hosted the nation's largest experiential beauty & health festival, the '2025 Olive Young Festa', at Nodeul Island in Yongsan-gu, Seoul. The venue was packed with visitors carrying pale olive-colored umbrellas and wearing white backpacks, reflecting the brand's signature color.

This event marked Olive Young's first beauty festival in two years, and an 'open run' began as early as 8 a.m., two hours before opening. In 2019, Olive Young launched Korea's first 'Beauty Festa', bringing together beauty brands and consumers to experience products and share trends. Last year, the event was skipped due to a rebranding process, and this year, for its sixth edition, it was held outdoors for the first time.

Front view of the 'Makeup Zone' around 11 a.m. on the 21st. It is filled with participants holding green umbrellas. Photo by JaeHyun Park

The festival, running until May 25, is being held at Nodeul Island's 11,570-square-meter multi-complex cultural space, making it the largest event ever. The number of participating brands increased from 79 in 2023 to 108 this year. All advance tickets, sold exclusively to Olive Young members in four rounds starting April 24, sold out quickly. On secondhand marketplaces, tickets are being traded for about twice their original price. Olive Young expects around 30,000 visitors this year.

Kim, a 28-year-old office worker met in the waiting line, said, "I took a day off just for today because I had been waiting for this event. Olive Young Festa is famous for being difficult to get tickets for, but I was finally able to come thanks to my friends' help," she said with a smile.

To maximize the visitor experience, Olive Young designed this year's event with a 'Treasure Island' concept. Each zone was decorated to match a gemstone theme, and participants received an 'explorer kit' containing a map, backpack, and umbrella. This was intended to enhance the experience like a treasure hunt. Kim, a 30-year-old participant met at the event, said, "I attend every year, and my bag is already half full. The event seems bigger than before, and it's a great opportunity to try out a variety of cosmetics."

As the event was held outdoors, some participants were visibly exhausted by the heat. Han, a 28-year-old resident of Mapo-gu, Seoul, said, "It's tough because I had to wait a long time under the hot sun. Some booths have a waiting registration system, but for most, you have to line up in person, which is inconvenient."

A participant is taking part in an event at the makeup zone 'Phillymilli' booth. Photo by JaeHyun Park

Foreign visitors were also noticeable at the event. Most were representatives of overseas distributors from countries such as Japan and the United States, as well as influencers from around the world who had been invited. Olive Young invited about 400 representatives from major distribution platforms in the United States, Japan, Hong Kong, and Southeast Asia to this event. Lee Eunjeong, Head of Olive Young's Brand Creative Center, stated, "We expect Olive Young Festa to serve as a festival for our 16 million Olive Members, a milestone showcasing both the present and future of K-beauty, and a forward base for realizing the global ambitions of our partner brands."