THE WHAT? A Chinese language magnificence retailer working beneath the identify “ONLY YOUNG” is drawing scrutiny for intently mirroring the branding and retailer identification of South Korea’s CJ Olive Younger.
THE DETAILS The retailer reportedly makes use of inexperienced as its core model color throughout retailer signage, buying luggage and interiors, intently resembling Olive Younger’s signature look. Its identify can also be seen as conceptually related: the English identify “ONLY YOUNG” and the Chinese language identify “Qingning Xiaoyang (青柠小漾)” reference “lime” imagery, echoing Olive Younger’s “olive” branding.
The chain can also be leveraging Korean Wave advertising and marketing, utilizing Okay-pop music in promotional content material on Douyin, the place its account has reportedly generated round 156,000 likes. On-line commentary has highlighted the similarity, with customers describing the retail expertise as near-identical to Olive Younger shops.
THE WHY? The emergence of Olive Younger-style retail codecs in China displays the continued pull of Okay-beauty merchandising and Hallyu-driven client tradition, whilst Olive Younger itself has exited the market. The South Korean retailer withdrew from China in 2016 after coming into in 2013, amid geopolitical tensions and restrictions on Korean cultural content material. The state of affairs additionally highlights ongoing considerations round model imitation in Asia’s magnificence retail sector as native gamers search to copy confirmed ideas.
Supply: The Chosun Each day
