CJ OLIVE YOUNG announced that it has launched the third edition of “K-SUPER ROOKIE WITH YOUNG,” a shared-growth initiative in partnership with the Ministry of SMEs and Startups (MSS) to support promising small and emerging brands. Launched in 2024, K-SUPER ROOKIE WITH YOUNG is a public-private partnership designed to help emerging brands achieve sustainable growth. Through the program, OLIVE YOUNG combines its online and offline retail infrastructure with data-driven insights to provide brands with a practical path to growth. Rather than focusing solely on opening up sales channels, the program offers comprehensive support, from creating customer touchpoints that early-stage brands often struggle to secure to providing tailored consulting, helping brands build the foundation they need to grow independently in a highly competitive market. The program is already delivering tangible results for participating brands. House of B, a premium home-care brand selected for last year’s program, has expanded its sales channels both online and offline in Korea and overseas after strengthening its brand competitiveness through the initiative. The brand is now available at OLIVE YOUNG stores in Korea and on OLIVE YOUNG Global, as well as at OLIVE YOUNG’s Pasadena store in the U.S., which opened in May, marking visible progress in international markets. OLIVE YOUNG has also continued to expand the scale and scope of the program each year. The number of participating companies has grown from 20 in its inaugural year to 30 this year. For the third edition, participating brands were selected through the MSS’ ‘K-Export Strategy Items’ cultivation program. The government body identifies promising companies and provides administrative and financial support throughout the export process, while OLIVE YOUNG contributes its retail infrastructure and marketing expertise to help brands establish themselves in the market more quickly. Through this collaboration, the two sides aim to maximize the practical impact of public-private partnership. This year’s program provides participating brands with a tailored, step-by-step growth roadmap, beginning with market validation in Korea and leading to opportunities to expand into overseas markets. Starting October 1, the selected companies will showcase their products for six weeks at “O.Y NEW ARRIVALS,” a dedicated display for new products at 23 OLIVE YOUNG stores across Korea, including Gwanak Town and Seomyeon Town. Based on a comprehensive assessment of customer response, sales performance and growth potential, the top 10 brands will then be selected for an intensive growth program. The brands selected for intensive support will receive an integrated channel expansion program designed to help them establish themselves in global markets. From November 16 through the end of the year, OLIVE YOUNG will support sales through its local Korean online mall as well as cross-border e-commerce through OLIVE YOUNG Global. Additional marketing support will include online promotions for “O.Y NEW ARRIVALS,” featuring selected brands on OLIVE YOUNG’s in-house live-commerce program “O.Y LIVE,” and producing promotional content. Following the completion of the program, OLIVE YOUNG will also provide tailored growth strategy consulting based on accumulated sales data, helping participating brands develop the capabilities needed to grow independently in a competitive market. “The essence of this program is to help promising emerging brands build a strong foundation for growth and strengthen their position in the market," said an OLIVE YOUNG representative. "Through K-SUPER ROOKIE WITH YOUNG, we will continue to help small brands develop the capabilities to compete on the global stage and contribute to a healthy, sustainable ecosystem for K-beauty as a whole.”