OLIVE YOUNG Showcases Promising K-Beauty Brands to Japanese Consumers at KCON

press release

OLIVE YOUNG Showcases Promising K-Beauty Brands to Japanese Consumers at KCON

2025.05.08

6min

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CJ OLIVE YOUNG will participate in KCON JAPAN 2025 from May 9 to 11 in Chiba, Japan, introducing more than 100 products from approximately 40 K-beauty brands through a 360-square-meter booth. The activation includes the K-SUPER ROOKIE WITH YOUNG Zone, private brand experiences and the OLIVE YOUNG K-Beauty Global Meetup. OLIVE YOUNG plans to launch the program fully in July and select 25 promising small and medium-sized brands.

Bright green brick-wall graphic reads “OLIVE YOUNG School: The Real K-Beauty with OLIVE YOUNG.”

CJ OLIVE YOUNG is introducing promising K-beauty brands to K-culture fans in Japan through its participation in KCON JAPAN 2025.

OLIVE YOUNG announced that it will participate in KCON JAPAN 2025, the world’s largest K-POP Fan & Artist Festival, taking place from May 9 to 11 at Makuhari Messe in Chiba, Japan. OLIVE YOUNG has participated in KCON events since 2016 to help K-beauty brands expand their global reach and connect with consumers around the world.

For KCON JAPAN 2025, OLIVE YOUNG has created a 360-square-meter booth under the theme “The Real K-Beauty! OLIVE YOUNG SCHOOL,” designed to offer an engaging introduction to the latest K-beauty trends. More than 100 products from approximately 40 brands will be featured throughout the space.

Inspired by a school filled with fun and fresh beauty inspiration, the booth is designed to give local consumers an easy and engaging way to discover K-beauty brands and product categories that are trending in Korea. Key areas include the OLIVE YOUNG Global App Experience Zone, where visitors can explore popular seasonal products, and the K-SUPER ROOKIE WITH YOUNG Zone, which showcases promising emerging brands. Dedicated experience areas will also feature OLIVE YOUNG’s private brands BIOHEAL BOH, BRINGGREEN, colorgram, DELIGHT PROJECT, and WAKEMAKE (listed in alphabetical order).

This year’s KCON activation is designed not only to introduce K-beauty brands to local consumers, but also to give brands an opportunity to gain firsthand insights into consumer responses and connect with international buyers, providing practical experience for expanding into global markets.

A key feature is the K-SUPER ROOKIE WITH YOUNG Zone. K-SUPER ROOKIE WITH YOUNG is a program jointly operated by OLIVE YOUNG and Korea’s Ministry of SMEs and Startups (MSS) to identify and nurture small and medium-sized Korean cosmetics companies with strong export potential. The zone will showcase hero products from 20 brands selected for last year’s pilot program, including 12GRABS, efilow, HEVEBLUE, Modubom, and Torhop (listed in alphabetical order). The products are displayed in a school-cafeteria-inspired space, with visitors able to purchase products directly through the OLIVE YOUNG Global Mall after discovering them at the booth.

OLIVE YOUNG is also hosting the first-ever “OLIVE YOUNG K-Beauty Global Meetup” to help strengthen the capabilities of partner brands. The program will cover a range of topics related to global expansion, from “What do consumers want from the Japanese beauty market?” by a global research firm, to “Local communication strategies” by a Japanese advertising agency and “Global marketing strategies leveraging K-culture” by CJ ENM.

Chul-ho Choi, Vice President of VT Cosmetics, which has already entered the Japanese market and gained a positive response, will also speak at the event. He will share firsthand insights and practical know-how from the Japanese market from a brand’s perspective. OLIVE YOUNG is also supporting 14 participating companies from the K-SUPER ROOKIE WITH YOUNG pilot program with airfare and accommodation, allowing their representatives to experience consumer responses firsthand at KCON and take part in the K-Beauty Global Meetup.

The booth also features spaces where visitors can learn about K-beauty shopping and experience the latest trends.

At the OLIVE YOUNG Global App Experience Zone, Japanese consumers can learn about the OLIVE YOUNG Global, a platform that allows them to easily shop for and receive K-beauty products in Japan. Visitors can also get a preview of the Global version of O.Y SALE, featuring some of the most popular Korean beauty products of each season. The upcoming summer O.Y SALE will run from May 31 to June 6.

The private brand zones offer a range of interactive experiences, including product testers and games featuring each brand’s hero products that may be of particular interest to Japanese consumers. At the DELIGHT PROJECT zone, visitors can also take photos at a dedicated photo spot featuring the brand’s popular products. DELIGHT PROJECT, a health snack brand, ranks among the top 10 brands preferred by Japanese consumers visiting Korea.

“Through KCON, where K-culture fans from around the world come together, OLIVE YOUNG is helping small and emerging K-beauty brands meet global consumers directly and build valuable experience in international markets," said an OLIVE YOUNG representative. "We will continue to serve as a ‘K-beauty gateway’ connecting emerging brands with global consumers and contribute to building a healthy K-beauty ecosystem.”

Meanwhile, as the K-SUPER ROOKIE WITH YOUNG pilot program concludes this month, OLIVE YOUNG plans to launch the full-scale program in July with an expanded pool of participating companies and broader support. This year, OLIVE YOUNG plans to select 25 promising small and medium-sized K-beauty brands to participate in K-SUPER ROOKIE WITH YOUNG and provide a range of support, including opportunities to participate in KCON as well as marketing and consulting programs leveraging OLIVE YOUNG’s infrastructure.

CJ OLIVE YOUNG is introducing promising K-beauty brands to K-culture fans in Japan through its participation in KCON JAPAN 2025. OLIVE YOUNG announced that it will participate in KCON JAPAN 2025, the world’s largest K-POP Fan & Artist Festival, taking place from May 9 to 11 at Makuhari Messe in Chiba, Japan. OLIVE YOUNG has participated in KCON events since 2016 to help K-beauty brands expand their global reach and connect with consumers around the world. For KCON JAPAN 2025, OLIVE YOUNG has created a 360-square-meter booth under the theme “The Real K-Beauty! OLIVE YOUNG SCHOOL,” designed to offer an engaging introduction to the latest K-beauty trends. More than 100 products from approximately 40 brands will be featured throughout the space. Inspired by a school filled with fun and fresh beauty inspiration, the booth is designed to give local consumers an easy and engaging way to discover K-beauty brands and product categories that are trending in Korea. Key areas include the OLIVE YOUNG Global App Experience Zone, where visitors can explore popular seasonal products, and the K-SUPER ROOKIE WITH YOUNG Zone, which showcases promising emerging brands. Dedicated experience areas will also feature OLIVE YOUNG’s private brands BIOHEAL BOH, BRINGGREEN, colorgram, DELIGHT PROJECT, and WAKEMAKE (listed in alphabetical order). This year’s KCON activation is designed not only to introduce K-beauty brands to local consumers, but also to give brands an opportunity to gain firsthand insights into consumer responses and connect with international buyers, providing practical experience for expanding into global markets. A key feature is the K-SUPER ROOKIE WITH YOUNG Zone. K-SUPER ROOKIE WITH YOUNG is a program jointly operated by OLIVE YOUNG and Korea’s Ministry of SMEs and Startups (MSS) to identify and nurture small and medium-sized Korean cosmetics companies with strong export potential. The zone will showcase hero products from 20 brands selected for last year’s pilot program, including 12GRABS, efilow, HEVEBLUE, Modubom, and Torhop (listed in alphabetical order). The products are displayed in a school-cafeteria-inspired space, with visitors able to purchase products directly through the OLIVE YOUNG Global Mall after discovering them at the booth. OLIVE YOUNG is also hosting the first-ever “OLIVE YOUNG K-Beauty Global Meetup” to help strengthen the capabilities of partner brands. The program will cover a range of topics related to global expansion, from “What do consumers want from the Japanese beauty market?” by a global research firm, to “Local communication strategies” by a Japanese advertising agency and “Global marketing strategies leveraging K-culture” by CJ ENM. Chul-ho Choi, Vice President of VT Cosmetics, which has already entered the Japanese market and gained a positive response, will also speak at the event. He will share firsthand insights and practical know-how from the Japanese market from a brand’s perspective. OLIVE YOUNG is also supporting 14 participating companies from the K-SUPER ROOKIE WITH YOUNG pilot program with airfare and accommodation, allowing their representatives to experience consumer responses firsthand at KCON and take part in the K-Beauty Global Meetup. The booth also features spaces where visitors can learn about K-beauty shopping and experience the latest trends. At the OLIVE YOUNG Global App Experience Zone, Japanese consumers can learn about the OLIVE YOUNG Global, a platform that allows them to easily shop for and receive K-beauty products in Japan. Visitors can also get a preview of the Global version of O.Y SALE, featuring some of the most popular Korean beauty products of each season. The upcoming summer O.Y SALE will run from May 31 to June 6. The private brand zones offer a range of interactive experiences, including product testers and games featuring each brand’s hero products that may be of particular interest to Japanese consumers. At the DELIGHT PROJECT zone, visitors can also take photos at a dedicated photo spot featuring the brand’s popular products. DELIGHT PROJECT, a health snack brand, ranks among the top 10 brands preferred by Japanese consumers visiting Korea. “Through KCON, where K-culture fans from around the world come together, OLIVE YOUNG is helping small and emerging K-beauty brands meet global consumers directly and build valuable experience in international markets," said an OLIVE YOUNG representative. "We will continue to serve as a ‘K-beauty gateway’ connecting emerging brands with global consumers and contribute to building a healthy K-beauty ecosystem.” Meanwhile, as the K-SUPER ROOKIE WITH YOUNG pilot program concludes this month, OLIVE YOUNG plans to launch the full-scale program in July with an expanded pool of participating companies and broader support. This year, OLIVE YOUNG plans to select 25 promising small and medium-sized K-beauty brands to participate in K-SUPER ROOKIE WITH YOUNG and provide a range of support, including opportunities to participate in KCON as well as marketing and consulting programs leveraging OLIVE YOUNG’s infrastructure.