OLIVE YOUNG Launches Major Sanrio Characters Collaboration Targeting Gen Z

press release

OLIVE YOUNG Launches Major Sanrio Characters Collaboration Targeting Gen Z

2025.06.27

5min

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CJ Olive Young will launch its first company-wide character collaboration with Sanrio Characters on July 1 under the theme “Love Summer.” Through July, six characters will appear in exclusive summer designs across more than 200 products from 32 K-beauty and K-wellness brands, sold in stores and online. Experiential pop-ups will run at Olive Young N Seongsu and Trend Pot by Olive Young Hongdae.

CJ OLIVE YOUNG announced on June 27 that it will launch a major collaboration with Sanrio Characters starting July 1, under the theme “Love Summer.”

The campaign marks OLIVE YOUNG’s first company-wide IP (intellectual property) character collaboration. With consumers in their teens to 30s accounting for 60% of its OLIVE MEMBERS, OLIVE YOUNG selected Sanrio Characters, a globally popular brand among Gen Z and millennials, as its partner. These consumers increasingly use character merchandise to express their personal tastes and individuality.

Throughout July, OLIVE YOUNG stores will feature exclusive Sanrio Characters tanning edition illustrations across everything from product displays and shopping bags to badges on employee uniforms. Six popular characters—Hello Kitty, My Melody, Pochacco, Pompompurin, Cinnamoroll and Kuromi—have been reimagined in OLIVE YOUNG-exclusive summer designs inspired by beaches, picnics and watermelons. This marks the first time Sanrio Characters’ tanning edition has been released as a collaborative product collection in Korea.

The collaboration extends beyond OLIVE YOUNG itself to the brands available on its platform. A total of 32 K-beauty and K-wellness brands will launch more than 200 products developed in collaboration with OLIVE YOUNG, including summer-focused items from globally popular brands offered through special deals and curated sets. OLIVE YOUNG secured the Sanrio licensing agreement and covered character licensing fees for participating brands.

The Sanrio Characters tanning edition collection will span a wide range of categories, including inner beauty, skincare, sheet masks, sun care, hair and body care, color cosmetics and lifestyle products. The assortment focuses on items that tend to see greater demand in warmer weather, such as slimming products, protein supplements and skincare formulated with ingredients that help soothe troubled skin. Products feature Sanrio character packaging or come with exclusive merchandise, such as character keyrings and pouches, adding to their collectible appeal. The collection will be available at OLIVE YOUNG stores nationwide, as well as through its Korean online store and global online store.

Limited-edition merchandise will also be available for shoppers. Customers who spend KRW 70,000 or more at OLIVE YOUNG stores or its online store during the campaign can receive exclusive Sanrio Characters gifts. Beginning July 1, three different gifts—a beach towel, a mesh bag, and a water bottle and charm set—will be distributed on a first-come, first-served basis in three separate releases. Designs will be revealed on the campaign page of OLIVE YOUNG’s online store and app starting at 8 a.m. on each release day.

Experiential pop-up stores will also open in Seongsu and Hongdae, two of Seoul’s most popular neighborhoods among Gen Z consumers worldwide. The pop-up at OLIVE YOUNG N Seongsu will run from July 1 to 31, while the one at Trend Pod by OLIVE YOUNG Hongdae will run from July 4 to 27.

At Trend Pod by OLIVE YOUNG Hongdae, visitors will receive a complimentary Sanrio Characters mini fan, with additional gifts—including mini temporary tattoos, photo booth tickets and mini bag keyrings—available depending on purchase amount. At OLIVE YOUNG N Seongsu, visitors who complete category-specific missions will receive “N’s Paper,” a limited-edition play kit, on a first-come, first-served basis.

“We designed this campaign to bring something new and enjoyable to customers in Korea and around the world visiting OLIVE YOUNG during the summer, with distinctive benefits such as thoughtfully curated product sets and limited-edition merchandise,” an OLIVE YOUNG representative said. “We are also exploring various ways to support our partner brands in actively leveraging IP for their marketing initiatives.”

Note: In accordance with Sanrio’s official guidelines, “Sanrio Characters” refers to two or more characters collectively.

[Reference] Under Sanrio’s official guidelines, two or more characters are designated as “Sanrio Characters”

CJ OLIVE YOUNG announced on June 27 that it will launch a major collaboration with Sanrio Characters starting July 1, under the theme “Love Summer.” The campaign marks OLIVE YOUNG’s first company-wide IP (intellectual property) character collaboration. With consumers in their teens to 30s accounting for 60% of its OLIVE MEMBERS, OLIVE YOUNG selected Sanrio Characters, a globally popular brand among Gen Z and millennials, as its partner. These consumers increasingly use character merchandise to express their personal tastes and individuality. Throughout July, OLIVE YOUNG stores will feature exclusive Sanrio Characters tanning edition illustrations across everything from product displays and shopping bags to badges on employee uniforms. Six popular characters—Hello Kitty, My Melody, Pochacco, Pompompurin, Cinnamoroll and Kuromi—have been reimagined in OLIVE YOUNG-exclusive summer designs inspired by beaches, picnics and watermelons. This marks the first time Sanrio Characters’ tanning edition has been released as a collaborative product collection in Korea. The collaboration extends beyond OLIVE YOUNG itself to the brands available on its platform. A total of 32 K-beauty and K-wellness brands will launch more than 200 products developed in collaboration with OLIVE YOUNG, including summer-focused items from globally popular brands offered through special deals and curated sets. OLIVE YOUNG secured the Sanrio licensing agreement and covered character licensing fees for participating brands. The Sanrio Characters tanning edition collection will span a wide range of categories, including inner beauty, skincare, sheet masks, sun care, hair and body care, color cosmetics and lifestyle products. The assortment focuses on items that tend to see greater demand in warmer weather, such as slimming products, protein supplements and skincare formulated with ingredients that help soothe troubled skin. Products feature Sanrio character packaging or come with exclusive merchandise, such as character keyrings and pouches, adding to their collectible appeal. The collection will be available at OLIVE YOUNG stores nationwide, as well as through its Korean online store and global online store. Limited-edition merchandise will also be available for shoppers. Customers who spend KRW 70,000 or more at OLIVE YOUNG stores or its online store during the campaign can receive exclusive Sanrio Characters gifts. Beginning July 1, three different gifts—a beach towel, a mesh bag, and a water bottle and charm set—will be distributed on a first-come, first-served basis in three separate releases. Designs will be revealed on the campaign page of OLIVE YOUNG’s online store and app starting at 8 a.m. on each release day. Experiential pop-up stores will also open in Seongsu and Hongdae, two of Seoul’s most popular neighborhoods among Gen Z consumers worldwide. The pop-up at OLIVE YOUNG N Seongsu will run from July 1 to 31, while the one at Trend Pod by OLIVE YOUNG Hongdae will run from July 4 to 27. At Trend Pod by OLIVE YOUNG Hongdae, visitors will receive a complimentary Sanrio Characters mini fan, with additional gifts—including mini temporary tattoos, photo booth tickets and mini bag keyrings—available depending on purchase amount. At OLIVE YOUNG N Seongsu, visitors who complete category-specific missions will receive “N’s Paper,” a limited-edition play kit, on a first-come, first-served basis. “We designed this campaign to bring something new and enjoyable to customers in Korea and around the world visiting OLIVE YOUNG during the summer, with distinctive benefits such as thoughtfully curated product sets and limited-edition merchandise,” an OLIVE YOUNG representative said. “We are also exploring various ways to support our partner brands in actively leveraging IP for their marketing initiatives.” Note: In accordance with Sanrio’s official guidelines, “Sanrio Characters” refers to two or more characters collectively. [Reference] Under Sanrio’s official guidelines, two or more characters are designated as “Sanrio Characters”