What changed in Myeongdong, which Olive Young store is new, where the established beauty stops are and what overseas visitors need for an immediate tax refund.
The main 2026 change: Central Myeongdong Town
CJ Olive Young opened Central Myeongdong Town on March 26, 2026. The company says the store spans three floors and about 950 pyeong (approximately 3,140 square metres), making it the chain's second-largest store after Olive Young N Seongsu. It was designed as a global-customer-focused branch with the company's widest brand and product assortment.
The company also reported that its earlier Myeongdong Town branch ranked first in chain-wide sales in 2025 and that about 95% of that branch's sales came from overseas visitors. Those are company figures, but they explain why Myeongdong is being used as a global K-beauty retail test area.
Do not confuse similarly named branches
Myeongdong contains several Olive Young branches. The established Myeongdong Town store listed by VisitKorea is at 53 Myeong-dong-gil and is shown as open 10:00–22:30. Central Myeongdong Town is a newer, separate flagship. Check the full branch name in your map app before walking or arranging pickup.
For a focused visit, one large Olive Young is usually enough for multi-brand price comparison. Add a single-brand showroom only when you need shade matching, a brand-exclusive service or an item not stocked at the multi-brand store.
Laneige and department-store counters serve a different purpose
VisitKorea lists the Laneige Showroom at 1F, 8 Myeong-dong 8-gil, with hours of 11:00–20:00, but the tourism page warns that details may change. The useful distinction is service: a brand showroom is better for trying one range in depth, while Olive Young is better for cross-brand comparison.
Department-store beauty floors remain relevant for premium counters and duty-free-linked shopping, but price, gift and refund terms should be compared on the same day.
Immediate tax refund: the current national rules
VisitKorea states that eligible foreign visitors can receive an immediate tax refund at participating stores for a purchase of at least KRW 15,000 and less than KRW 1,000,000 per transaction, with total spending of no more than KRW 5,000,000 during the trip. A passport is required.
Products must remain new and unused, and the traveller must leave Korea within three months of purchase. Store participation and system availability can vary, so confirm the Tax Refund sign and ask before payment.
What was checked
Dates, prices, product labels and locations are tied to the sources listed below. Retail claims are identified as claims; they are not presented as independent clinical or laboratory findings.