CJ Olive Young’s U.S. expansion concept image illustrating its planned entry into Pasadena, California / Image = AI-generated
CJ Group is accelerating its push into the North American market, using its health and beauty retail arm Olive Young as a key driver to expand its broader “K-lifestyle” strategy.
According to industry sources, CJ Olive Young is preparing to open its first U.S. store in Pasadena, California, marking a major step in its offline retail expansion in North America. The move follows the establishment of its U.S. subsidiary and the buildout of a local logistics network, signaling a transition from market entry preparation to full-scale consumer engagement.
Starting with its Pasadena location, Olive Young is expected to expand into key commercial districts in Los Angeles, focusing on high-traffic retail centers. The company aims to enhance brand visibility and accessibility of K-beauty products among local consumers.
CJ Group’s strategy goes beyond retail expansion. The company is pursuing an integrated approach that connects beauty, food, and entertainment businesses to position itself as a lifestyle platform in the global market.
This approach builds on CJ’s long-standing presence in North America. CJ CheilJedang has significantly expanded its food business in the region, particularly following its acquisition of U.S.-based frozen food company Schwan’s in 2019. Through its Bibigo brand, the company has broadened its portfolio of Korean food products, gaining traction among local consumers.
CJ CheilJedang is also strengthening its production capabilities in the United States, investing in large-scale manufacturing facilities to improve supply chain efficiency and respond more quickly to changing consumer demand.
CJ Foodville has similarly expanded its footprint through its bakery brand Tous les Jours, growing its franchise network across the U.S. while continuing to invest in production infrastructure to support long-term growth.
In the entertainment sector, CJ ENM has been expanding its global reach through K-pop and content platforms. Its flagship event KCON has been held in major regions including North America, serving as a key platform for promoting Korean culture while creating synergies with CJ’s consumer businesses.
By integrating retail, food, and content, CJ Group is building a differentiated model in North America. Its multi-layered strategy—combining offline stores, local production, logistics, and cultural platforms—is increasingly taking shape as a unified expansion framework.
CJ Group Chairman Lee Jae-hyun has also been strengthening on-site management efforts ahead of the global expansion. Recent visits to major retail locations in Korea reflect a focus on refining store operations and product strategies that can be adapted to international markets.
An industry official said, “CJ has evolved from a food-centered business in North America into a broader lifestyle platform encompassing beauty and content. The company is now moving toward a more integrated strategy that presents K-lifestyle as a comprehensive consumer experience.”
Kim Min-jee
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