TRAVEL & BEAUTY
The Ultimate Guide to
“Olive Young” in Seoul— A Shopping Map to Read Before You Fly to Korea —
"Olive Young" has become an indispensable name on any itinerary for a trip to Seoul. As a place that gathers the "now" of Korean cosmetics in one spot, it has become a destination as essential as local food or sightseeing. However, with so many store types and thousands of items on the shelves, walking in without prior knowledge can leave you feeling overwhelmed, wondering, "What should I actually buy?"
In this column, we have organized everything you need to know into nine blocks—from how to choose a store and handle tax refunds, to must-buy items, money-saving tips, and post-trip hair care. By the time you finish reading, you'll have a complete "shopping map" ready to incorporate directly into your travel itinerary.
Why is Olive Young a "travel destination" now?
Back in the day, shopping for cosmetics in Seoul meant hopping between street-level shops in Myeong-dong and haggling with staff. The rise of Olive Young has completely transformed that landscape.
Olive Young is the largest health and beauty store chain in South Korea. Combining the convenience of a drugstore with the curation of a beauty boutique, it carries everything from national brands to up-and-coming online labels that are still hard to find in Japan. Its greatest strength is its ubiquity on street corners across the country, making it a place you "naturally end up visiting" even without planning it.
However, its true appeal lies in the fact that "you can see the current state of Korean beauty the moment you walk in." Viral lipsticks from social media, serums highly recommended by beauty enthusiasts, and items popularized by K-POP idol makeup—you can test these items in person and purchase them at local prices. For a traveler, there is no more efficient shopping destination.
That is precisely why a strategy is needed. Large stores in tourist areas have vast retail spaces and an overwhelming number of brands. To ensure you don't get lost, forget items, or miss out on deals during your limited travel time, you need a plan. In the next block, we will use data to analyze just how important Olive Young has become to Japanese travelers.
[Data Analysis] Its status as a "must-go" for Japanese travelers
Setting aside its popularity among locals, what about for Japanese tourists? Let’s look at the numbers to see if it’s more than just "popular by reputation."
Approximately 3.65 million Japanese people visited Korea in 2025. Traveling to Korea has shifted from a "special trip" to more of a casual, short-term routine.[1]
In 2025, South Korea topped the list of cosmetic imports at 141.77 billion yen, holding a 30.8% market share. Its presence has continued to expand since 2022.[2]
These figures show that Korean travel and Korean cosmetics are no longer just for dedicated fans, but have become mainstream beauty experiences open to a broad audience. The increase in Japanese visitors keeps the Myeong-dong and Seongsu locations busy, and the growth in imports makes it easier to find these same brands back in Japan after returning home.
Approx. 3.65 million Japanese travelers to Korea (2025, record high). Korea travel is becoming a "routine."
Korean cosmetics are No. 1 in Japanese cosmetic imports. In 2025, they accounted for 141.77 billion yen, or 30.8% of the total share.
Expanding demographics. It’s no longer just about Gen Z trends; demand is spreading to skincare, scalp care, and wellness products for those in their 30s and older.
The reasons can be broken down into three pillars: "fast-paced trends," "a great balance between price and quality," and "the ability to immediately try items that are buzzing on social media." Olive Young is the place where this "now" is most concentrated, fastest to arrive, and most abundant. That is why it has become the "go-to spot" for Japanese travelers every time they visit Korea.
[Basics] The Big Picture: What to know before you go
① Standard Store ② Global Specialty Store in Tourist Districts ③ Large Flagship Store
The first step to conquering Olive Young is knowing its "terrain." By understanding store types, business hours, and payment methods, you will significantly reduce confusion on-site.
① Standard Stores are small to medium-sized shops in residential areas or near train stations. They are fine for a quick stop, but popular items may be out of stock. ② Global Specialty Stores in tourist hubs like Myeong-dong, Hongdae, and Seongsu are tailored for international visitors and offer multilingual support and a specialized product selection. ③ Large Flagship Stores feature experience corners and pop-up events. If you are "making the trip to visit an Olive Young," aim for types ② and ③.
Large stores in tourist areas are generally open from around 10:00 to 22:30. In youth districts like Hongdae, some may stay open until 23:00. However, hours vary by location and day of the week, so check the latest times before you go.
Crowds peak in the evenings and on weekends. If you want to browse the shelves at your own pace, try visiting just after opening in the morning or earlier on weekdays.
Credit cards (VISA/Mastercard, etc.) are widely accepted, and cash (Korean Won) is also fine. If you plan to use tax-free shopping, keep your physical passport in an easy-to-reach place. Simply avoiding last-minute panic at the register makes for a much more pleasant shopping experience.
[Store Guide] Where to go by area
Even Olive Young stores change their "face" depending on the area. Choose your destination based on your travel goals and schedule.
Myeong-dong, the center of tourism, is packed with large stores. It is the easiest area to incorporate into your plans if you want to combine dining, money exchange, and shopping during your first trip to Korea. Its strength lies in its density—if you can't find something in one shop, another is likely right around the corner.
Best for: Those who want to shop efficiently within a classic tourist route / First-time visitors
The most "buzzed about" location right now is "OLIVE YOUNG N Seongsu" in the trendy Seongsu district. Opened in November 2024, this five-floor, approximately 4,628㎡ (approx. 1,400 tsubo) store is reported to be about nine times larger than the former Myeong-dong Town flagship.[3] It offers more than just products—with pop-ups, K-POP sections, and experiential services, the shopping itself becomes a travel activity.
Best for: Trendsetters / Those who want to enjoy shopping as an "experience"
Hongdae gathers students and trend-conscious youth. Its charm is that you can stop by after dinner, live performances, or an evening stroll. With a rapid turnover of trending makeup and affordable items, it’s a great area to encounter "what's buzzing right now."
Best for: Night owls / Those who want to check out the latest makeup items
Large stores in the refined Gangnam district are neatly organized by category, making them easy to navigate. The atmosphere is generally calmer than in tourist hubs, making it perfect for those who want to take their time thoughtfully selecting skincare or haircare items.
Best for: Those who dislike crowds / Those who want to carefully choose skincare and haircare products
[Tax-Free] The ultimate guide to tax refunds
The biggest reason shopping at Olive Young is considered a "deal" is the tax refund system. If you understand how it works, you can complete the process smartly at the register without rushing at the airport.
South Korea’s tax-free system includes "post-purchase refunds" at the airport and "instant refunds" where tax is deducted at the register. Happily for travelers, many Olive Young stores in tourist areas support "instant refunds." This means you simply pay the tax-deducted price at the register, significantly reducing the hassle of submitting paperwork or showing items at the airport.
- Show your original passport at the register. Keep your physical passport with you, not a copy or a photo on your phone.
- Pay the tax-excluded amount. If the store and purchase amount qualify, the tax will be deducted right there.
- Keep your receipts. Even with an instant refund, it is safe to keep your receipts until you leave the country just in case.
According to the Korea Tourism Organization, the condition for tax refunds is a purchase of 15,000 won or more. For instant refunds, conditions include a single transaction of 15,000–1,000,000 won, with a total travel purchase limit of 5,000,000 won.[4]
Conditions and operations of this system are subject to change. Check the latest official information before your trip if you plan on making large purchases.
In principle, only unused items that you intend to use or take home yourself qualify for tax-free status. Since your passport is required for each purchase, keeping it somewhere easy to access—like a wallet or phone case—makes the checkout process much smoother.
[Shopping] God-tier items by category
To avoid getting lost in the large store, I have organized the "current must-haves" by category. A great benchmark is the annual "Olive Young Awards." Winning items are effectively the "locally vetted favorites."
The true value of Korean cosmetics lies in their skincare. "Torriden" DIVE IN Serum is a staple popular for its perfect balance of hydration and lightweight feel. The sheet masks from the same series are also highly attractive due to their price point, which makes them perfect for daily use. Skincare is a prime example of why buying in bulk is worthwhile because these are consumable goods.
If you want a dewy finish, look for cushion foundations from the artist-led brand "JUNGSAEMMOOL." If you prefer a smooth, long-lasting finish, powder items from "BANILA CO" are excellent candidates. Base makeup reacts differently to everyone's skin tone, so always check the shade against your neck area before buying.
For a "Korean-style" look, under-eye brightening pencils, neutral-toned eyeshadow palettes, and blood-toned lip tints are essential. Stock levels can fluctuate depending on the shade, so if you find the one you want, buy it then and there. Note that lip tints can look different in photos versus daily life, so testing them on your skin is essential.
| Category | What to check | Shopping tip |
|---|---|---|
| Skincare | Moisturizing, soothing, low-irritation, sets | Buy 2-3 packs for staples; start with smaller sizes for new brands. |
| Mask Packs | Ingredients, quantity, giftability | These add weight, so check your luggage capacity before buying. |
| Base Makeup | Dewy/semi-matte, shade, longevity | Check the shade under natural light, not just indoor lighting. |
| Point Makeup | Under-eye, palette, tint | Trending shades sell out fast. Grab them quickly. |
| Hair Care | Repair, scalp, scent, heat protection | Check weight for liquids/oils if taking as checked luggage. |
Keep a note of 3–5 "must-buy" items beforehand and secure them first. Use your remaining time to enjoy the "discovery items." This will prevent both missing out on essentials and overspending.
[Hair & Scalp Care] Beauty that lasts beyond your trip
While it’s easy to focus on skincare and makeup, the hair care shelf at Olive Young is a hidden treasure trove. Korea is a country with high awareness of hair and scalp health. Be sure to spend some time in this aisle as a part of your travel memories.
In the hair care corner, intensive repair treatments stand out. From damage-repair treatments and water treatments to aromatic hair oils and scalp tonics, there are plenty of items that are easy to try even in your hotel room. If skincare is about "choosing according to skin condition," hair care is also about choosing according to your hair quality, damage history, and scalp condition.
In recent years, "scalp care" has received special attention in Korea. Hair grows beautifully only from a healthy scalp. Caring for your scalp with the same mindset as your skincare—simply bringing home that philosophy can change your daily care routine.
Discovering new hair care products on a trip is fun, but for your consistent daily routine, it’s best to decide on products that align with your hair quality and lifestyle so that your hair condition remains stable. In the excitement of travel, you’ll want to grab everything, but a baseline daily routine + special treatments discovered on your trip—this two-pronged approach is the kindest way to treat your hair.
Carry the joy of the hair care you discovered in Korea into your daily life after the trip.
KEMA is a premium hair care brand that quietly supports your hair and scalp, designing beauty from the structure up.
[Saving Tips] Secrets for smart, stress-free shopping
The same shopping trip can be much more rewarding depending on timing and preparation. Here are practical techniques that pay off.
Olive Young holds large sales several times a year. Large-scale events typically take place in March, June, September, and December, featuring not just discounts but "1+1" promotions (buy one, get one free). If your trip overlaps with the promotional period around the 25th–27th of each month, you can get even better deals. However, keep in mind that stores are more crowded and items go out of stock during sales, so visiting first thing in the morning is highly recommended.
The official app often offers download bonuses or time-limited coupons. Even for a short stay, registering gives you more chances for discounts. Since there is a membership pricing and points system, if you know you're going to buy something, register early.
- For consumables like masks and skincare, buy in bulk after balancing the price and your luggage capacity.
- Liquids like toner and hair oil should ideally be packed in your suitcase (checked luggage).
- Use protective measures for glass bottles, such as wrapping them in clothes. Bringing an eco-bag is convenient for sorting items.
- Buying too much just because it's "cheap" can affect your overall travel budget or luggage weight limits. Stick to your list to stay calm.
Large stores are huge, and looking through every floor can easily take 1–2 hours. If you narrow down the aisles you need to visit using your shopping list, you can spend the saved time at a cafe or sightseeing. Smart shopping means managing both your money and your time.
[Summary] Half-day model course & pre-departure checklist
Finally, let's put everything into an "actionable format." Here is a half-day model course and a checklist for before you leave. Please feel free to copy this into your travel notebook.
── Pre-departure Checklist ──
Olive Young is more than just a shopping spot. It’s like a small showroom where you can feel the "now" of Korean cosmetics firsthand. Just a little research makes the time spent there infinitely more rewarding. And—while enjoying the cosmetics and haircare you found on your trip, keep up with your daily care when you get home. Balancing a special day with your unwavering daily routine—that is what leads to true beauty.
May your trip to Seoul be a time where both your heart and hair feel fully satisfied. Have a safe trip.
