Olive Young Teams Up with Sanrio Characters for Largest-Ever Korea City Collaboration
Creatrip Team
a month ago
CJ Olive Young is launching a month-long ‘OLIVE YOUNG City Log’ collaboration with Sanrio Characters from May 30 to June 30, featuring new visuals that show Sanrio characters enjoying Korean cities and lifestyles. Targeting Gen Z (ages 15–29), designs mix school uniforms, pixel art, leopard prints and a ‘hanbok Hello Kitty’ (한복: traditional Korean dress) for inbound tourists. The campaign includes 12 region-themed assets—such as Jeonju bibimbap, Gongju chestnuts, and Udo peanuts—applied to products, store exteriors, and photo zones to give customers local experiences. This year’s collaboration is the biggest yet: 81 partner brands (up 170%) and 321 products (up 50%), expanded beyond beauty into wellness and lifestyle, and sold across Olive Young’s domestic stores, global mall, and new U.S. online/offline channels. Olive Young absorbed IP licensing fees to help small K-beauty and wellness partners focus on product development and reach overseas customers. The move builds on last year’s successful Sanrio ‘Tanning Edition’ campaign, which boosted partner sales and drew 33,000 popup visitors.
