CJ Olive Young CEO Lee Sun-jung, fourth from left under balloons, and Pasadena Mayor Victor Gordo, sixth from left under balloons, pose during an opening ceremony for Olive Young Pasadena in California, Friday (local time). Courtesy of CJ Olive YoungCJ Olive Young will open its second Olive Young store in the United States in Los Angeles this month, following the opening of its first U.S. store in Pasadena last week, which drew a strong customer response. The beauty retail chain company said on Monday that the second store will be in the Westfield Century City shopping mall. The venue, according to the company, is a key commercial sector in the city that attracts a high volume of professional workers, high-income consumers and tourists from worldwide. The company said that while the Pasadena store targets specific consumer groups interested in Korean culture and experience-oriented shopping, the second store will expand the target consumer groups to premium-seekers and broader ethnic groups.The company cited market research firm Circana’s report saying K-beauty accounts for 6 percent of the overall mass beauty market in the U.S., excluding luxury brands. It said this local market share reflects K-beauty “has a vast potential to grow further.”The CJ Group affiliate aims to expand Olive Young's offline coverage across the western regions of the U.S. first and then states in the eastern, central and southern regions. Olive Young Pasadena bustles with visitors on its opening day, Friday (local time). Courtesy of CJ Olive YoungCJ Olive Young’s U.S. market expansion plan comes as the Pasadena store, which opened on Friday (local time), saw long queues and coverage by local media channels. Colorado Avenue, where the store is located, saw crowds and a lineup extending to as long as 400 meters across four blocks. Dispatched reporters from KTLA, CNN and the Wall Street Journal covered the scene and ABC flew a helicopter for live broadcasting from the sky.Among the crowds were Pasadena Mayor Victor Gordo, city council members Steve Madison and Tyron Hampton, CJ Olive Young CEO Lee Sun-jung and Kwon Ga-eun, head of Olive Young U.S.Gordo, welcoming Olive Young's expansion into Pasadena, said CJ Olive Young's investment will “not only create new jobs and economic vitality but serve as an opportunity to enhance the city's diversity and global competitiveness.” He added he expects Olive Young to “grow together with the local community, provide new cultural and shopping experiences to residents and bring a positive impact to the local economy.”Lee said, “Beyond global customers visiting Korea to experience Olive Young, we aim to enter key markets worldwide directly and become a part of local consumers' daily lives." The Pasadena store will be a "symbolic space showcasing a blueprint of the global platform that Olive Young has envisioned," she added."It will serve as a new milestone for advancing a win-win ecosystem where excellent Korean small and medium-sized indie brands grow together on the global stage, including the United States,” Lee said.