Foreign Tourists Line Up Every Day... What Makes This Place in Seongsu So Special? [Report]

On the 17th, as soon as OLIVE YOUNG N Seongsu in Seongdong-gu, Seoul, opened at 10 a.m., dozens of foreigners rushed to the third floor. They were there to book the skin analysis service. Although the service starts at 11 a.m., same-day reservations are taken right at opening.
Konstantin (16), who traveled to Korea with his family from Greece, said, 'I found out about this service on TikTok and Instagram. I wanted to try it because Korean beauty is so popular and well-known.' Kien (31), who came to reserve a personal color analysis, also shared, 'I learned about the concept of personal color on TikTok. I wanted to find out which colors suit me and match my makeup accordingly.' Personal color analysis refers to a service that helps individuals discover the colors that best complement their natural features.
This location was launched by CJ Olive Young in November last year as a testbed to expand experiential stores. It is eight times larger than the previous flagship in Myeong-dong. Over the past year, the store has welcomed 2.5 million visitors, and 75% of all foreign visitors to Seongsu-dong stopped by OLIVE YOUNG N Seongsu. In other words, three out of four foreigners visiting the area came to this store.
Most of those lining up before the store opens are foreigners. Many of them visit to experience Korean beauty products. Kien from Belgium said, 'I came to Korea because I’m interested in makeup, and K-beauty is very popular in Europe. I saw on social media that this is the largest store in Seoul.' OLIVE YOUNG N Seongsu offers skin analysis services to 30–35 people per day by same-day reservation, and on this day, all slots were filled within about ten minutes of opening. Most days, reservations are fully booked by the morning.
CJ Olive Young stated, 'We believe OLIVE YOUNG N Seongsu has transformed Seongsu-dong into a hub for K-beauty.' The growing interest in K-beauty among foreigners has directly contributed to increased tourist visits. Over the past year, this store has ranked as the most visited spot by foreigners in Seongsu-dong. Since its opening, the average number of beauty pop-up stores in the area has risen to 14 per month, a 75% increase from the previous average of 8. Beauty has now become the core industry in the Seongsu commercial district. As beauty pop-ups surge, the Yeonmujang District is also expanding toward Ttukseom Station.
However, OLIVE YOUNG N Seongsu is not a store aimed solely at foreigners. It ranks first in purchase transactions among all 1,500 OLIVE YOUNG locations nationwide. Of the 30,000 customers who used the experiential services over the past year, nearly 46% were domestic customers.
OLIVE YOUNG plans to expand the experiential services piloted at OLIVE YOUNG N Seongsu to other locations. The company is also consolidating smaller stores in central Seoul to create larger, more efficient spaces and broaden the range of experiences offered. Young Hwan Yoo, head of the Data Intelligence Team at Olive Young, stated, 'OLIVE YOUNG N Seongsu is emerging as a global beauty hub, leading trends and attracting foreign tourists. We will continue to energize the local market as a testbed for new products and brands, ensuring a virtuous cycle of innovation.'


[email protected] Kang Myung-yeon Reporter