May 31 (Asia Today) — CJ Group Chairman Lee Jay-hyun is moving to connect the company’s food, beauty and entertainment businesses into a unified consumer strategy as the South Korean conglomerate expands its presence in North America.

Lee recently visited key CJ business sites in Minnesota and California to review U.S. operations and long-term growth plans, CJ Group said Sunday. Industry analysts said the trip reflects CJ’s effort to build a broader K-lifestyle ecosystem centered on the North American market.

A key stop was Olive Young Pasadena, the beauty retailer’s first U.S. store, which opened Friday in California. Olive Young said the Pasadena store and a dedicated U.S. online platform mark its official U.S. debut. The company said the store is intended to introduce K-beauty and wellness brands to American consumers through both in-store and online channels.

CJ plans to develop the store as more than a retail outlet. The Pasadena location carries about 400 brands and more than 5,000 products, many from small and midsize Korean companies, positioning Olive Young as a platform linking U.S. consumers with Korean beauty brands.

The push comes as Korean cosmetics exports continue to grow. South Korea’s Ministry of Food and Drug Safety said the country’s cosmetics exports reached $11.4 billion last year, making South Korea the world’s No. 2 cosmetics exporter after France. The United States became the largest export market for Korean cosmetics, with shipments reaching $2.2 billion.

CJ’s North American strategy goes beyond Olive Young. The company is seeking to connect its Bibigo food brand, Olive Young beauty platform, KCON cultural events and ScreenX theater technology into a single consumer experience rather than treating each business as a separate overseas operation.

Before visiting Olive Young, Lee toured CJ CheilJedang’s U.S. food business office in Minneapolis on Wednesday. He reviewed market trends, food operations and ways to strengthen cooperation among CJ affiliates.

Industry officials said the strategy reflects the expanding influence of Korean culture in North America. Interest generated by K-pop and Korean dramas is increasingly leading consumers to Korean food, cosmetics and lifestyle products, creating opportunities for CJ to link content and consumer goods.

CJ is shifting from an overseas expansion model built around individual businesses toward a combined lifestyle platform that brings together food, beauty and entertainment. The United States, the world’s largest consumer market and a major cultural trendsetter, is expected to serve as a key testing ground for that strategy.

Lee is scheduled to remain in the United States until early June to review future content businesses, including ScreenX and 4DX, and to meet with local content and media industry officials to discuss global cooperation.

“North America is a core market for CJ’s global strategy,” a CJ Group official said. “We will continue expanding customer touch points and strengthening synergies among food, beauty and content businesses to accelerate our growth as a global lifestyle company.”

— Reported by Asia Today; translated by UPI

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