Amorepacific's cosmetics brand Sulwhasoo has opened its first official popup store at the Isetan Shinjuku department store in Japan, marking its entry into the Japanese market.
The popup store will operate on the first floor of Isetan Shinjuku until October 13. This is the brand's first official popup in a Japanese department store, aimed at increasing local brand awareness and expanding its distribution network.
The popup will feature key products such as the Jaum Balancing Cream and Yoon Jung Essence, along with an introduction to Sulwhasoo's history of ginseng research and brand philosophy. Visitors can participate in product experiences, hand massages, and a special service, with additional programs for VIP customers.
Prior to its entry into the Japanese market, Sulwhasoo has been expanding its local marketing efforts. In May, it held a popup at the Japanese beauty platform Atcosme, and in August, it hosted a brand event for local beauty media, industry professionals, and influencers.
Currently, Sulwhasoo operates over 600 stores in 15 countries worldwide. A company representative stated, "Through the Japanese market, we can introduce Sulwhasoo's ginseng research and brand philosophy to more customers. We will continue to expand our engagement with Japanese customers through various online and offline channels and differentiated experiences."
Meanwhile, Amorepacific continues to experience growth in key overseas markets, including North America, Europe, and Japan. The company plans to strengthen its overseas business by expanding local distribution networks and diversifying its product range, including scalp care.
* This article has been translated by AI.
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