CJ OLIVE YOUNG is accelerating its efforts to establish Busan as a key K-beauty destination outside the Seoul metropolitan area, opening two new stores tailored to the distinct characteristics of the city’s major commercial districts: a large-scale town store and a design-focused location. On September 28, OLIVE YOUNG completed the relocation and expansion of OLIVE YOUNG Nampo Town in Nampo-dong, Jung-gu, Busan, making it the largest OLIVE YOUNG town store outside the Seoul metropolitan area. On September 30, it will also open OLIVE YOUNG Millac the Market in Millak-dong, Suyeong-gu, a design-focused store created to capture the character of Busan and offer a distinctive retail experience. OLIVE YOUNG’s decision to make Busan a key K-beauty hub outside the Seoul metropolitan area comes amid a sharp increase in international visitors to the city. Busan welcomed 3.1 million international tourists last year, the highest number among Korean cities outside Seoul. The growth has continued this year, with 2.42 million international visitors arriving in the first half of 2026, up 43.9% from the same period last year. The number of cruise tourists visiting Busan has also risen sharply. Cruise arrivals are expected to reach 990,000 this year, nearly four times the 257,000 recorded in 2025. OLIVE YOUNG Millac the Market From K-beauty to K-tourism: Millac the Market brings the OLIVE YOUNG experience to the waterfront The waterfront commercial district stretching from Gwangalli Beach to Millak-dong—including OLIVE YOUNG Gwangalli Beach, Gwangalli and Busan Gwangan Station—has seen a particularly notable increase in international visitors. Foreign customer sales across the district grew by an average of 212% annually from 2023 to 2025. Located at the heart of this waterfront district, Millac the Market, a cultural and lifestyle complex, is now home to OLIVE YOUNG’s latest design-focused store. The new Millac the Market location demonstrates OLIVE YOUNG’s evolving retail strategy, which combines the distinctive character of a local destination with content that can become part of the tourism experience. The store is built around the concept of the "OLIVE YOUNG Ho," a fictional ship loaded with seasonal K-beauty products and docked at Millak Port. The space recreates the lively atmosphere of a bustling fish market, with harbor-inspired elements such as fishing nets, boats and posters greeting customers at the entrance. These details blend naturally with views of Gwangan Bridge and Millak Port outside the store, offering a distinctly Busan experience. The store also takes a more unconventional approach to product presentation. Color cosmetics and food products are displayed in a market-style setting, while some products are presented in bulk-style boxes, moving beyond OLIVE YOUNG’s traditional retail display formats. Reflecting the lifestyles of both the local customers in their 20s and 30s and international visitors who frequent Millac the Market, the store also offers a differentiated selection of food and beverage products alongside K-beauty. It is the first OLIVE YOUNG store to introduce freezers, while snacks, inner beauty products and wellness items are positioned along customer routes designed around visitors enjoying the cultural complex late into the evening. The store will also operate until 11 p.m., extending its hours to accommodate the vibrant nighttime activity in the area and make shopping more convenient for visitors. OLIVE YOUNG Nampo Town Busan’s historic Nampo district gets the largest OLIVE YOUNG town store outside Seoul While Millac the Market showcases the distinctive character of Busan’s waterfront, Nampo Town is designed as a comprehensive destination where customers can explore and experience K-beauty in depth. OLIVE YOUNG has built a strong presence in Nampo-dong since opening its first store outside the Seoul metropolitan area in Busan in 2008. In response to growing demand from both local and international customers, the company has now relocated and significantly expanded the store. The new Nampo Town has grown from a single-floor location to a four-story store, with its footprint increasing more than fourfold. It has also moved to a prime location along Nampo-dong’s main street, with plans to establish the store as a landmark in the district. Nampo Town was modeled after OLIVE YOUNG’s flagship global-focused store, Central Myeongdong Town. Its layout and operations have been carefully designed around the shopping patterns of international visitors, drawing on customer data to tailor the experience. The store is the first OLIVE YOUNG location outside the Seoul metropolitan area to have three beauty consultants on site, offering skin analysis and personalized consultations. It also features an Advanced Derma zone and a Mask Pack Library, two categories that are particularly popular among international visitors. The store has also expanded product displays to ensure that international customers can easily find and pick up popular items without products selling out from the shelves. During specific daytime hours when cruise tourists are expected to arrive in large numbers, additional staff will be deployed to provide more efficient customer assistance. OLIVE YOUNG plans to continue investing in commercial districts outside the Seoul metropolitan area to expand K-beauty landmarks across the country. In addition to major tourist destinations such as Jeju, the company plans to expand anchor stores in key areas across Gangwon, Gyeongsang and Jeolla provinces where international visitor numbers are growing. Through these locations, OLIVE YOUNG aims to strengthen engagement with international customers while contributing to the development of regional tourism infrastructure centered around K-beauty. “Busan, where international tourists from around the world come together, is one of the key stages for taking K-beauty global,” said an OLIVE YOUNG representative. “We will continue to drive innovation in our offline stores by combining the unique character of each local commercial district with detailed customer insights, with the goal of establishing OLIVE YOUNG as a shopping landmark representing K-tourism beyond the Seoul metropolitan area.”