CJ Olive Young has opened a store in Gyeongju, North Gyeongsang Province, that blends Silla-era heritage with hands-on K-beauty experiences. The retailer is betting that adding traditional culture programs and lounge areas, rather than simply selling cosmetics, will draw domestic and foreign tourists.
The company said on the 19th that Olive Young Gyeongju Silla opened on the 16th across from the Gyeongju Express Bus Terminal. The two-story outlet covers about 446 square meters of selling space, making it the largest Olive Young store in Gyeongju.
The building is designed in the style of a hanok, a traditional Korean house, while the interior draws on motifs from Silla-era artifacts. Modern reinterpretations of towoo, clay figurines from the Silla period, are placed throughout the store, giving it the feel of an exhibition space.
In laying out the store, the company prioritized space for customers to linger, rather than expanding product displays. Benches and terraces were installed inside and outside both floors so shoppers can rest. The design reflects a shift in how visitors travel in Gyeongju, where tourists increasingly extend their stays to visit cafes and restaurants rather than limiting trips to historic sites.
The store also features experience zones. On the first floor, a tea scent bar lets customers smell teas before buying, and a guest book invites visitors to write down their worries. At a gua sha island, shoppers can try out various gua sha tools.
The K-beauty experience area offers three self-diagnostic devices: Face, which analyzes skin condition; Scalp, which examines the scalp; and Color Fit, which identifies colors that suit each customer. The devices allow shoppers to check their skin and scalp condition before buying cosmetics.
The store also sells souvenirs available only in Gyeongju. A goods zone on the first floor carries Olive Young's own products alongside keyrings and magnets featuring local heritage sites such as Seokguram Grotto and Cheomseongdae Observatory, letting visitors shop for cosmetics and travel souvenirs in one place.
Olive Young has been expanding stores that reflect regional cultural characteristics. In Gyeongju, it opened Olive Young Gyeongju Hwangnam, also based on a hanok concept, on Hwangnidan-gil in 2024. The company aims to capture tourist traffic in both the Hwangnidan-gil area and the neighborhood around the express bus terminal.
An Olive Young official said the Gyeongju Silla store "was designed so that travelers from home and abroad can experience K-beauty with all five senses and enjoy a relaxed pace amid the atmosphere unique to Gyeongju, where history and the present coexist." The official added, "We will continue to expand stores that capture local character and grow together with local communities."