Health Update: Health Update: Olive Better offers a more approachable, fun take on ‘wellness’ – What Experts Say– What Experts Say.
Olive Better in Seoul’s Gwanghwamun area, which opened, Jan. 30. Courtesy of CJ Olive Young
“Wellness” is one of those buzzwords that often leaves people slightly puzzled — widely used but loosely defined.
Olive Better appears to address that uncertainty directly. The new wellness-focused retail concept, located in Seoul’s bustling Gwanghwamun area, is drawing visitors in and showing them that what the fancy term promises can, in fact, be simple — and even fun — to follow.
Olive Better is a spin-off venture by CJ Olive Young, Korea’s largest beauty and health products retailer, which has grown into a popular stop for tourists seeking K-beauty. With this new concept, the CJ Group subsidiary has deliberately dialed down its emphasis on beauty. In its place is a focus on how to invite wellness into everyday life at home.
The two-story shop, located next to Gwanghwamun Square, is surrounded by office buildings. On weekdays, the streets are packed with office workers; on weekends, tourists and leisure seekers flood the area. Olive Better chose this location — busy throughout the entire week — to promote wellness living to a broad spectrum of consumers.
Inside the country’s first Olive Better store, which opened Jan. 30, visitors encounter neatly organized shelves divided into six categories: Nourish Well, Eat Well, Fit Well, Care Well, Relax Well and Glow Well. Together, the sections point to different aspects of daily life, from eating and exercise to supplements, skin care, stress management and everyday hygiene. As shoppers browse, the layout invites them to reflect on their own routines and consider what small changes might be worth trying.
The store also conveys a straightforward idea: Shopping for wellness products does not have to feel burdensome. A closer look at the items on display suggests that adopting healthier habits can start with small, everyday choices, such as diet, supplements or relaxation aids. Rather than encouraging sweeping lifestyle changes, the emphasis is on trying things gradually, one step at a time.
The second floor of Olive Better is divided into six zones, each designed to support different daily home routines, including eating, exercising, relaxing and cleaning. Courtesy of CJ Olive Young
“Olive Better’s concept is a ‘wellness playground.’ Here, visitors can discover their own version of wellness. It offers more than just shopping,” said Lee Seung-hoon, a member of CJ Olive Young’s communications team.
To make the shopping experience more inviting, Olive Better has adopted several deliberate strategies. One of them is music, with different playlists curated for the morning, afternoon and evening. Morning tracks, designed to shake off early sluggishness, range from 70 to 200 beats per minute (BPM). Afternoon selections shift to faster tempos of 110 to 200 BPM, before slowing to 85 to 150 BPM in the evening.
Another strategy is offering products in small portions to encourage easy, low-commitment purchases.
On the first floor, tea extracts, olive oils, instant beverage sticks and energy bars are packaged in single servings. Larger volumes, Lee noted, can make purchasing decisions more difficult. Refrigerated sandwiches, chicken snacks and yogurt are also on display, adding to the range of healthy, ready-to-eat options available in the store. The cold-chain food section marks a first for CJ Olive Young, which operates some 1,360 Olive Young stores nationwide.
“Some people ask how Olive Better differs from existing Olive Young stores,” Lee said. “Simply put, we extracted the health-related sections from Olive Young and expanded them into a dedicated brand with far more depth. Around 3,000 products from about 500 brands are currently available at Olive Better.”
Cosmetic products are not sold at the store. Instead, there is a broader range of skin care items. The store features subcategories including health supplements, healthy snacks, sleep essentials, aromatherapy products, various teas and decaffeinated coffee. It also operates a tea bar, where customers can sample teas before purchasing.