Sulwhasoo expands luxury footprint with 1st Tokyo department store pop-up
Sulwhasoo is making its first formal push into Japan’s luxury beauty market, opening its first official department store pop-up in Tokyo as it seeks to turn six decades of ginseng research into a new connection with Japanese consumers. The Korean luxury beauty brand’s pop-up at Isetan Shinjuku opened Sept. 5 and runs through Oct. 13, marking its first official pop-up at a Japanese department…
Sulwhasoo, a Korean luxury beauty brand, has made its debut in Japan's luxury market with a first-of-its-kind department store pop-up in Tokyo. This strategic move aims to leverage the brand's six decades of ginseng research and turn it into a strong connection with Japanese consumers. The pop-up event at Isetan Shinjuku opened on September 5 and will run until October 13, marking Sulwhasoo's first official pop-up in a Japanese department store.
Operating over 600 stores across 15 countries, Sulwhasoo plans to use its ginseng research as the cornerstone of its Japanese expansion. This year marks a significant milestone for the brand as it celebrates 60 years since the introduction of its groundbreaking ABC Ginseng Cream, which is touted as the world's first cosmetic product to incorporate ginseng into skincare.
Prior to opening its Tokyo pop-up, Sulwhasoo generated buzz in Japan through a pop-up collaboration with Japanese beauty platform @cosme in May and a launch event in August. The August event brought together beauty media, retailers, and influencers, where Sulwhasoo unveiled its brand philosophy, core products, and its rich history of ginseng research.
Collaborating with Japanese beauty magazine Biteki Grand, Sulwhasoo created engaging content to further entice Japanese consumers and establish its presence in the country's prestigious luxury market.
Written by urgent.news from The Korea Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
