Sulwhasoo opens first Japan pop-up at Isetan Shinjuku

Sulwhasoo has opened its first pop-up store in Japan at Isetan Shinjuku. The brand, which operates more than 600 stores across 15 countries, will gradually expand its distribution through additional online and offline channels.

Alongside the pop-up, Sulwhasoo products are available through Isetan Shinjuku, Isetan Beauty Online, Qoo10, Amazon Japan, and @Cosme Shopping. The pop-up offers product sampling, signature hand massages, and gift‑wrapping services to introduce consumers to the brand. Featured items include the Concentrated Ginseng Rejuvenating Cream and the First Care Activating Serum.

Founded by Amorepacific in 1997, Sulwhasoo combines traditional Korean herbal medicine, or Hanbang, with modern skincare science, with a particular focus on bio-processed ginseng extracts. The brand currently operates more than 600 stores across 15 countries.

What we know

• Korean luxury skincare brand Sulwhasoo has entered Japan with its first pop-up store at Isetan Shinjuku, laying the groundwork for a wider retail and online rollout.

• Founded by Amorepacific in 1997, Sulwhasoo combines traditional Korean herbal medicine, or Hanbang, with modern skincare science, with a particular focus on bio-processed ginseng extracts.

• The brand currently operates more than 600 stores across 15 countries.

• “Our entry into the Japanese market is especially meaningful because it allows us to share Sulwhasoo’s 60 years of ginseng research and its philosophy of Korean beauty with a broader audience of Japanese customers,” the company said.

• Alongside the pop-up, Sulwhasoo products are now available through Isetan Shinjuku, Isetan Beauty Online, Qoo10, Amazon Japan, and @Cosme Shopping.