K-culture in LA: From Olive Young open runs to Michelin food trucks

JTBC's Talk Pa One 25 O'Clock explores the K-culture craze in Los Angeles, from Olive Young's first US store to K-pop at KCON LA 2026.

Sep 17, 2026 · Updated on Sep 17, 2026

Korean culture has taken a deep hold in everyday life in Los Angeles. On the JTBC variety program 'Talk Pa One 25 O'Clock,' the show highlighted unique LA landmarks alongside the current state of K-culture, which is receiving an enthusiastic response from locals.

Lee Chan-won and cast members engage in conversation while seated at a table

K-beauty captivates locals at Olive Young's first US store

Recently, the first US location of Olive Young, Korea's representative beauty retailer, opened on Colorado Boulevard in Pasadena, a core commercial district in LA. Located in an area dense with Apple Stores and global premium brands, the store became a major sensation, with a waiting line stretching approximately 400m on its opening day.

The cast reported that the store operates as a large standalone location of about 240 pyeong. Inside, in addition to K-beauty, there are sections for K-wellness and K-snacks. Much like its Korean locations, the store provides curation services based on ingredients, skin concerns, and usage routines. Analysts suggested that shifting consumer trends—where Korean beauty products have overtaken French brands to hold the number one market share in the US since COVID-19—are driving the intense interest at the local store.

LA's unique gastronomy and tacos reminiscent of 'Mulhoe'

Beyond the K-culture craze, the show introduced LA's diverse culinary scene. Starting with the Venice Canals, which evoke Venice, Italy, the exploration continued with a tour of tacos, the essence of local food truck culture.

The menu of the famous food truck 'Mariscos,' a Michelin Guide Bib Gourmand selection, drew significant attention. The signature 'Poseidon Tostada' is a dish rich in seafood, such as shrimp ceviche and octopus, characterized by a spicy and salty flavor. Upon tasting it, the cast members noted that the harmony of the broth and seafood was so similar to the Korean dish 'Mulhoe' that it felt distinctly Korean.

The energy of artists at KCON

The program also captured the atmosphere of 'KCON LA 2026,' considered a dream stage for K-pop artists. The appearance of RESCENE highlighted the peak of K-culture performance energy, demonstrating how Korean content is being integrated into mainstream American culture.