Foreign visitors spent more than ₩1 trillion at CJ Olive Young’s offline stores in South Korea from January through August 2026, reaching the milestone three months earlier than in 2025.
This isn’t just a retail story. It shows how K-beauty shopping is becoming part of the Korea travel experience itself.
💄 Foreign Sales Jump 47%
Foreign-customer sales increased 47% year over year from January through August, while foreign shoppers made 11.01 million transactions.
Foreign shoppers represented 33% of Olive Young’s offline sales as of August, compared with just 2% in 2022.
That change helps explain why Olive Young is increasingly relevant not only to Korean consumers but also to international travelers searching for Korean skincare and cosmetics.
🌍 Shoppers From 192 Countries
Tax-refund data cited by Olive Young showed purchases from customers representing 192 countries. The United States, Singapore, Japan, China and Thailand were among its leading foreign customer markets.
Foreign shoppers bought an average of about six products per visit, and roughly 35% spent at least ₩100,000 in a transaction.
🗺️ K-Beauty Tourism Is Moving Beyond Seoul
One of the most interesting changes is happening outside Seoul.
Foreign sales rose 105% in Gangwon, 88% in Gyeongju, 80% in Daejeon and 62% in Jeonju compared with the same period a year earlier.
This suggests that international travelers are increasingly combining K-beauty shopping with regional travel rather than limiting their itineraries to Myeongdong, Hongdae or Seongsu in Seoul.
🧴 What Are Foreign Travelers Buying?
Dermocosmetic skincare was one of the fastest-growing categories, with foreign sales increasing about 78% year over year, while the inner-beauty category increased 64%.
That is important because international interest in K-beauty appears to be expanding beyond basic moisturizers and sheet masks.
Products targeting specific concerns—such as skin barrier care, sensitive skin, scalp care and wellness—could become increasingly important categories for international K-beauty shoppers.
✈️ Why This Matters for Korea Travel
Korea welcomed more than 12.8 million international visitors from January through July 2026, up 21.3% from the same period a year earlier.
Beauty shopping therefore sits at the intersection of two powerful trends: growing inbound tourism and global interest in Korean beauty products.
For travelers planning a Korea trip, beauty stores may increasingly function like tourism destinations themselves rather than simple retail stops.
🛍️ What Travelers Should Know
Olive Young has designated 151 stores nationwide as key locations for foreign tourists and is providing services such as multilingual assistance and shopping information.
The company also plans to strengthen large and locally tailored stores in destinations including Busan and Jeju.
For international visitors, this means K-beauty shopping may become easier even when traveling outside Seoul.
Korean Word of the Day
화장품 — hwa-jang-pum — cosmetics
스킨케어 — seu-kin-ke-eo — skincare
추천해 주세요.
chu-cheon-hae ju-se-yo.
→ Please recommend something.
이 제품이 인기 있어요?
i je-pu-mi in-gi i-sseo-yo?
→ Is this product popular?
✨ Korea Now — Quick Take
Foreign Olive Young sales through August: more than ₩1 trillion.
Year-over-year foreign sales growth: 47%.
] Foreign share of offline sales: 33%.
Foreign customer transactions: 11.01 million.
Fastest regional growth highlighted: Gangwon, +105%.