Sanrio and Olive Young Announce Massive 321 Product K-Beauty Collection

Olive Young and Sanrio are joining forces for their biggest collaboration to date, with Hello Kitty and her friends taking inspiration from Korean cities, food and fashion across a huge collection of 321 beauty, wellness and lifestyle products.

The new “OLIVE YOUNG City Log” campaign will launch on August 30 and features specially created artwork showing the Sanrio Characters experiencing everyday life around Korea, moving well beyond the more traditional character packaging normally associated with beauty collaborations.

One of the biggest highlights is Hello Kitty herself, who has been given several distinctly Korean makeovers including a traditional hanbok outfit designed around the colors and recognizable details of the clothing.

Other artwork takes a much more contemporary approach, dressing the characters in school uniforms, leopard-print streetwear and outfits inspired by pixel art, giving the wider campaign several noticeably different visual styles.

Olive Young has also created location-specific Hello Kitty designs for 12 destinations around Korea, covering Gangneung, Gongju, Gimcheon, Daegwallyeong, Daejeon, Boseong, Busan, Seoul, Suwon, Yeonggwang, Udo and Jeonju.

Rather than simply adding the name of each destination to the artwork, several of the designs incorporate food associated with their respective areas, including Jeonju bibimbap, Gongju chestnuts and Udo peanuts.

These regional designs will appear across collaboration products and exclusive merchandise, while selected Olive Young stores around Korea will also receive themed exterior decorations and photo spots based on their local version of the artwork.

For Sanrio collectors, this effectively turns parts of the campaign into something you can follow around the country, with stores in different regions set to offer their own visual take on Hello Kitty rather than every location receiving exactly the same presentation.

The product side of the collaboration is similarly ambitious, with 81 participating brands and 321 individual products making City Log the largest Sanrio Characters campaign Olive Young has produced so far.

That represents a 170% increase in participating brands compared with last year, while the number of collaboration products has risen by 50% and now stretches beyond K-beauty into wellness and lifestyle goods, as well as snacks from popular Korean manufacturer Nongshim.

Olive Young has not yet revealed the entire 321-product lineup internationally, but its Global Mall is already teasing several items including a Torriden Dive In Low Molecular Hyaluronic Acid Serum set, S.NATURE Aqua Squalane Moisturizing Cream 1+1 set, rom&nd The Juicy Lasting Tint and LABO-H Scalp Cooling & No Sebum Shampoo set.

Those products are currently listed as “coming soon” ahead of the August 30 launch, which will also coincide with Olive Young’s latest O.Y Sale event on its international store.

The collaboration will not be restricted to shoppers visiting Korea either, as Olive Young has confirmed that products will be sold throughout the regions served by its Global Mall, making at least part of the collection accessible internationally.

US fans are getting even more options this time around, with City Log products also confirmed for Olive Young’s American online store and its recently opened physical locations in the country.

This is the second major Sanrio Characters campaign from Olive Young in as many years, following 2025’s summer-themed “Tanning Edition” collaboration, which paired the characters with dozens of Korean beauty brands and proved particularly successful for the retailer.

Olive Young says participating brands in that campaign recorded a 60% year-on-year increase in sales, while its accompanying pop-up attracted around 33,000 visitors across three weeks, helping explain why this year’s follow-up has expanded so dramatically.

The “OLIVE YOUNG City Log” Sanrio Characters collaboration will run from August 30 through September 30, 2026, with the full range of products and merchandise expected to be revealed once the campaign begins.