Global luxury beauty brand Sulwhasoo is making its full-scale entry into the Japanese market. Beginning with the opening of its first official pop-up store at Isetan Shinjuku, one of Japan's leading department stores, Sulwhasoo is setting its sights on the country's luxury beauty market.

Sulwhasoo currently operates more than 600 stores across 15 countries and continues to expand its presence as a global luxury beauty brand. This year is particularly significant, marking the 60th anniversary of Sulwhasoo's launch of ABC Ginseng Cream, the world's first cosmetic product to incorporate ginseng. Its entry into Japan is expected to provide an opportunity to introduce Japanese customers more fully to the brand's 60-year heritage of ginseng research and its beauty philosophy.

Ahead of its full-scale market entry, Sulwhasoo has steadily built local brand awareness. In May, it held a pop-up with @cosme, Japan's leading beauty platform. In August, the brand also hosted a launch event for representatives from major Japanese beauty media and retailers, as well as influencers. The event introduced Sulwhasoo's brand philosophy, signature products, and the history and technological expertise behind its 60 years of ginseng research. Sulwhasoo also offered collaborative content and a sampling program in conjunction with renowned Japanese beauty magazine Biteki GRAND (美的GRAND).

To celebrate its fully-fledged entry into Japan, Sulwhasoo is running a pop-up store on the first floor of the Isetan Shinjuku Main Building from September 5 through October 13. As Sulwhasoo's first official pop-up at a Japanese department store, it marks an important starting point for the brand's future expansion in the market. The pop-up will introduce Japanese customers to the signature Sulwhasoo brand experience presented at leading global department stores, while laying the groundwork for expanding the brand's local distribution channels.

Centered on signature products including Concentrated Ginseng Rejuvenating Cream and First Care Activating Serum, the pop-up showcases Sulwhasoo's 60-year heritage of ginseng research. Visitors can sample the brand's key products firsthand and enjoy distinctive Sulwhasoo experiences, including hand massages and the brand's signature Jihambo gift-wrapping service. Separate brand experience programs and special promotions will also be offered to VIP customers.

"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," noted a Sulwhasoo representative. "We will continue to expand our touchpoints with customers in Japan through a diverse range of online and offline channels and exclusive brand experiences."

Sulwhasoo is expanding its customer touchpoints through major online and offline channels in Japan, including Isetan Shinjuku, Isetan Beauty Online, Qoo10, Amazon Japan, and @cosme Shopping. Building on this full-scale market entry, the brand plans to further strengthen its position in Japan's luxury beauty market.