CJ Olive Young's Offline Sales to Foreign Customers Surpass 25%

8 Out of 10 Foreign Visitors to Korea Shop at Olive Young
Special Management of Over 110 "Global Tourism District" Stores Nationwide Proves Effective

CJ Olive Young announced on July 22 that the proportion of offline store sales to foreign customers in the first half of this year reached 26.4%.

According to Korea Tourism Data Lab, approximately 7,206,700 people visited Korea between January and May this year. During the same period, more than 5,962,700 foreign customers made purchases at Olive Young, surpassing 80% of the total visitors.

Foreign tourists are heading to the checkout counters at Olive Young Myeongdong Town. Photo by CJ Olive Young

The proportion of foreign sales at Olive Young’s offline stores, which remained in the single digits until the first half of 2023, has steadily increased, reaching 30% for the first time ever in the second quarter of this year.

Olive Young explained that its strategy of operating stores tailored to tourist demand has been effective in establishing itself as a must-visit destination for foreign tourists. Olive Young has designated more than 110 stores nationwide?including locations in Seoul’s Myeongdong, Hongdae, and Gangnam, as well as in Busan and Jeju?as "Olive Young Global Tourism Districts" and provides special management for these stores.

To enhance shopping convenience, the company has assigned staff who speak English, Japanese, and Chinese, and displays product names and promotional information in English. Products popular among foreign customers are placed near store entrances to increase visibility. In major stores, the "immediate VAT refund" program allows foreign customers who present their passports and make purchases over 15,000 won to pay the tax-excluded amount at checkout.

K-beauty consulting services are also attracting foreign tourists. The newly opened "Olive Young Central Gangnam Town" introduced a "personal shopper service" for foreign customers. By booking in advance through a global travel reservation platform, customers can receive a 45-minute guided store tour, product introductions, and purchase consultations. One-on-one consultations are provided based on each customer’s skin, scalp, and personal color analysis.

The proportion of foreign customers at regionally specialized stores is also steadily rising. In Gyeongju, North Gyeongsang Province, and Haeundae, Busan, foreign sales more than tripled in the first quarter compared to the same period last year. Newly opened stores such as "Jeju Yongdam" and "Gangneung Town" are also emerging as tourism landmarks by collaborating with local communities to offer regionally specialized products.

An Olive Young representative stated, "As Olive Young has become an essential shopping destination in Korea, we will fulfill our role as a 'global K-beauty gateway' for foreign visitors." The representative added, "We will continue to discover and introduce a variety of small and emerging K-brands to help raise global awareness of K-beauty."