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…
Korean luxury beauty brand Sulwhasoo is expanding its reach into Japan's high-end market by opening its first department store pop-up in Tokyo. This strategic move aims to leverage the brand's 60-year history of ginseng research and connect with Japanese consumers on a deeper level. The pop-up, located at Isetan Shinjuku, opened on September 5 and will run until October 13, marking Sulwhasoo's first-ever official pop-up at a Japanese department store.
With over 600 stores spread across 15 countries, Sulwhasoo is using its ginseng-based research as a cornerstone of its expansion plans in Japan. The brand has been building awareness in the Japanese market prior to this debut, hosting a pop-up collaboration with Japanese beauty platform @cosme in May and a launch event in August for beauty media, retailers, and influencers.
At the launch event, Sulwhasoo unveiled its brand philosophy, core products, and six decades of ginseng research, collaborating with Japanese beauty magazine Biteki Grand on content to further engage the 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.
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