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🇸🇬 Singapore /Culture & Society

Foreign shoppers increasingly planning South Korea trips around Olive Young sales

From The Straits Times · () English

Summarized and contextualized by DistantNews.

At a glance

News Named sources Outcome reported
  • The number of foreign tourists visiting South Korea for Olive Young's sales events in 2026 was 11 times higher than in 2023.
  • Repeat visits by foreign shoppers to coincide with the seasonal sales have doubled annually since 2023.
  • Olive Young plans to enhance its K-beauty product selection and in-store services for tourists.

South Korea's retail giant CJ Olive Young is increasingly drawing foreign tourists, with its sales seasons becoming a primary reason for their visits. In 2026, the number of international visitors who timed their trips to coincide with Olive Young's March and June sales events was 11 times greater than in 2023, according to the company's analysis with Global Tax Free, a leading tax refund operator.

CJ Olive Young reported that foreign travelers visiting Korea multiple times a year to attend these sales have grown by an average of roughly twofold annually since 2023. Notably, about 6,200 foreign tourists visited three or more times during the 2025 sale periods alone. The company noted that due to tax refund regulations requiring travelers to depart within a specific timeframe, some shoppers likely returned home only to fly back to Korea for subsequent sales.

More foreigners are returning to Korea during the sale periods, which shows Olive Young has become more than a leading K-beauty brand.

— an Olive Young officialCommenting on the increasing number of foreign visitors drawn to the retail events.

The Olive Young Sale, held seasonally in March, June, September, and December, features over 1,500 beauty brands. The retailer attributes the surge in repeat visits to the scale of the event and the growing trust international consumers have in K-beauty products after experiencing them at home. During the June sale, stores outside Seoul saw a 72% increase in foreign sales compared to 2025, while the Olive Young Global Mall's overseas platform experienced an over 180% rise in visits.

Olive Young aims to further solidify its position by strengthening its curation of K-beauty products and improving services at stores located in high-traffic tourist areas. "More foreigners are returning to Korea during the sale periods, which shows Olive Young has become more than a leading K-beauty brand," an Olive Young official stated. "We will keep working to improve foreign tourists’ satisfaction and to widen the points where K-beauty brands meet customers around the world."

We will keep working to improve foreign tourists’ satisfaction and to widen the points where K-beauty brands meet customers around the world.

— an Olive Young officialStating the company's commitment to enhancing the experience for international shoppers and promoting K-beauty globally.
DistantNews Editorial

Originally published by The Straits Times. Summarized and contextualized by our editorial team with added local perspective. Read our editorial standards.

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