The Glow Offensive: How K-Beauty Became Korea's Softest Export
Published 05/20/2026 in Scholar Travel Stipend
Written
by Lina Lin |
05/20/2026
The amber glow of Olive Young storefronts followed me everywhere through Myeongdong, day and night, relentless and warm. Korea's dominant health and beauty chain operates over 1,380 stores across the country (CJ Olive Young, 2025), and walking through Seoul's main shopping district, I believed every single one of them. The lighting was engineered to make your skin look like it needed fixing, and everyone around me seemed to already have the answer.
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