CJ OLIVE YOUNG announced that it opened OLIVE YOUNG Gyeongju Silla, a regionally themed store in Gyeongju, North Gyeongsang Province, on October 16. Located across from Gyeongju Express Bus Terminal, the two-story store spans approximately 446 square meters, making it the largest OLIVE YOUNG store in Gyeongju. Its exterior features traditional Korean hanok architecture that blends into the surrounding streetscape, while the interior draws inspiration from Silla-era artifacts to reflect the city’s distinctive heritage. Gyeongju is evolving from a destination for brief visits to historical sites into a place where travelers stay longer to enjoy cafés, restaurants and nighttime scenery around Hwangnidan-gil and Bomun Tourist Complex. In response to this shift, Gyeongju Silla has been designed as a relaxing retreat centered on rest and relaxation. Rather than adding more product displays, the store features benches and terrace areas across its two floors, providing ample space for visitors to take a break. On the first floor, customers can explore a tea-tasting zone where they can sample aromas before purchasing tea, as well as a guestbook where they can freely write down their worries. At the Gua Sha Island, visitors can try a variety of gua sha tools to help unwind after a day of travel. The store also features self-service beauty devices that allow visitors from Korea and abroad to experience K-beauty firsthand. Three types of services are available at the store: SKIN SCAN, which assesses facial skin; SCALP SCAN, which examines scalp condition; and COLOR FIT, which helps identify personal color preferences. These services allow customers to check their skin and other beauty-related characteristics themselves. To further showcase Gyeongju’s cultural heritage, the store features displays throughout the space inspired by Silla-era clay figurines, reinterpreted through OLIVE YOUNG’s distinctive aesthetic to create a gallery-like atmosphere. The first-floor merchandise zone offers OLIVE YOUNG merchandise alongside exclusive K-goods available only at Gyeongju Silla, including keychains and magnets inspired by local cultural landmarks such as Seokguram Grotto and Cheomseongdae Observatory. This year, OLIVE YOUNG has been actively investing in regions across Korea outside the Seoul metropolitan area, introducing stores that reflect the culture and character of their local communities. The initiative aims to transform stores from retail spaces into distinctive tourism experiences that visitors can enjoy in each destination. In Gyeongju, OLIVE YOUNG opened Gyeongju Hwangnam, a store featuring traditional hanok-inspired design, in the Hwangnidan-gil area in 2024. With the addition of Gyeongju Silla, the company has established a network of regionally themed stores spanning the Hwangnidan-gil area and the vicinity of the express bus terminal. Through this network, OLIVE YOUNG aims to encourage visitors to explore more of Gyeongju’s downtown area naturally as part of their travels. “OLIVE YOUNG Gyeongju Silla was designed to give travelers from Korea and abroad a place to unwind and experience K-beauty through all five senses while immersing themselves in Gyeongju’s unique atmosphere, where history and modern life coexist,” an OLIVE YOUNG representative said. “We will continue to enhance the in-store experience to make K-beauty an appealing part of the travel experience, while expanding our network of stores that reflect local character and growing alongside regional communities.”