Olive Young Central Myeongdong Town in Seoul's Jung District bustles with visitors during the Olive Young Sale earlier this month. Courtesy of CJ Olive Young
Foreign nationals' repeat visits to CJ Olive Young stores have surged 11-fold compared to three years ago, coinciding with the brand’s quarterly discount events, according to the beauty retailer Monday.
Repeat visits by overseas shoppers to CJ Olive Young stores have been increasing annually in recent years, more than doubling each year since 2023. The company said that last year alone, 6,200 foreigners who traveled to Korea shopped at Olive Young three or more times during its discount events.
Part of the reason for the repeat visits is that the Korea Customs Service refunds domestic taxes, including value-added tax, to foreign shoppers if they have a customs verification of export goods at airports or ports and leave the country within three months. The policy prompts foreign visitors to leave the country and, driven by interests in K-beauty, come back for more shopping.
Olive Young Sale, held every March, June, September and December, involves more than 1,500 domestic beauty brands for discount, all of which represent Korea’s latest products and trends. CJ Olive Young said the event “offers a glimpse into K-beauty's latest seasonal trend.”
