Sulwhasoo marks Japan entry with first department store pop-up

Pop-up features key products, hand massages, gift wrapping, and special VIP programmes.

Sulwhasoo has entered Japan’s luxury beauty market with its first official pop-up store at Isetan Shinjuku in Tokyo.

The pop-up, located on the first floor of the Isetan Shinjuku Main Building, will run from 5 September to 13 October. It marks the Korean luxury beauty brand’s first official pop-up at a Japanese department store and forms part of its plans to expand its presence in Japan.

Sulwhasoo operates more than 600 stores across 15 countries. Its entry into Japan comes as the brand marks the 60th anniversary of its ABC Ginseng Cream, which it describes as the world’s first cosmetic product to incorporate ginseng.

The brand is using the Japan launch to highlight its six decades of ginseng research and its beauty philosophy to Japanese consumers.

Sulwhasoo began building awareness in Japan ahead of the market entry. In May, it held a pop-up with @cosme, a Japanese beauty platform. In August, it hosted a launch event for Japanese beauty media, retailers and influencers, introducing its brand philosophy, signature products and ginseng research. The brand also collaborated with Japanese beauty magazine Biteki GRAND (美的GRAND) on content and a sampling programme.

At Isetan Shinjuku, the pop-up features products including Concentrated Ginseng Rejuvenating Cream and First Care Activating Serum. Visitors can sample the products and take part in brand experiences such as hand massages and Sulwhasoo’s Jihambo gift-wrapping service.

VIP customers will also have access to separate brand experience programmes and special promotions.