CJ OliveYoung, South Korea's leading beauty and wellness retailer, is set to implement a significant investment strategy focused on non-metropolitan regions, seeking to stimulate regional economies and generate job opportunities for the youth.

As announced on September 9, the company plans to allocate ₩123.8 billion ($94 million) by 2026 for the establishment of new stores, renovations, and enhancements to its logistics infrastructure in these areas.

This investment amount is over three times larger than the company's spending in 2023, reflecting a 36% increase in investment specifically aimed at building stores that contribute to economic revitalization and employment creation.

The primary purpose of this investment is to foster both qualitative growth in non-metropolitan commercial districts and job creation for local youth.

CJ OliveYoung aims to enhance its role as an 'Anchor Tenant,' drawing foot traffic that will bolster surrounding businesses.

Key to this initiative is an increased focus on developing unique flagship stores designed to attract local consumers and international tourists alike, with plans to establish K-Beauty landmarks that amalgamate distinctive design with experiential elements.

First and foremost, CJ OliveYoung will deploy 43 out of the 78 large-scale stores (over 100 square meters) planned for either new openings or renovations this year exclusively in non-metropolitan regions.

These locations will feature specialized designs that capture regional characteristics while providing an engaging shopping experience.

Notable global specialty stores will be opened in key tourist destinations like Busan, Jeju, and Gyeongju, and large anchor stores will be concentrated in older and newer city centers across Gyeongsang, Jeolla, and Chungcheong provinces.

The company has also ramped up its logistics investments at the Gyeongsan Center, enabling 24-hour delivery to the Daegu and Gyeongbuk regions, along with upcoming rapid delivery services tailored for Jeju residents.

Such enhancements in logistics and store presence are anticipated to significantly contribute to an uptick in consumer flow in surrounding commercial areas.

For instance, within six months of the 'Town Store' openings in Daejeon, Seo-myeon, and Gangneung, foot traffic reportedly increased by an average of 25% compared to the preceding period, illustrating the ripple effect on local economies.

This emerging trend of increased foot traffic and consumer spending is not limited to traditional tourist hubs but has started to permeate a broader range of regions.

Areas such as Gyeongsangnam-do, Chungcheongbuk-do, and Ulsan have seen foreign sales surge by over 120% year-on-year, indicating a significant diversification of demand across non-metropolitan territories.

In alignment with its investment strategy, CJ OliveYoung's initiatives will also lead to job creation for approximately 600 new employees in non-metropolitan areas this year.

The average employment size at a Town Store reportedly stands at 55 personnel, indicating a robust anchor role in local employment scenarios.

Beyond mere hiring, CJ OliveYoung is committed to constructing a 'career ladder' that allows local youth to grow as beauty and wellness specialists.

Data from 2025 indicates that over 90% of employees transitioning to full-time positions will have prior experience as part-time crew members, thereby fostering a culture where on-ground experience directly translates to career advancement.

Through a self-directed Career Development Plan (CDP), employees are empowered to independently chart their career paths.

They can input desired roles and career trajectories into the company’s Talent Management System (TMS) and continuously assess opportunities through a job posting system.

Notably, employees who began in local stores are now contributing to service manuals for operations in their American branches.

Additionally, workers with a keen interest in wellness have successfully transitioned to roles in OliveBetter, the company's wellness retail venture.

The expansion of these professionally trained beauty consultants is noteworthy.

CJ OliveYoung launched the 'Beauty Consultant' role in January and is selecting individuals motivated to become beauty experts through voluntary applications.

Selected individuals receive onsite training aimed at enhancing their customer service and product expertise.

This educational effort is designed to provide valuable career opportunities to youth interested in both the beauty and service sectors.

In conclusion, CJ OliveYoung's strategic focus on expanding investments in non-metropolitan regions is set to reinforce local economic resilience while simultaneously nurturing a pathway for youth to emerge as competent professionals in K-Beauty.

A spokesperson for the company emphasized, “The expanded investment in non-metropolitan areas strengthens the self-sustainability of local economies and lays the groundwork for youth to develop into K-Beauty experts.

Moving forward, CJ OliveYoung will solidify a growth ecosystem that facilitates collective growth among regions, youth, and small brands.”