Sulwhasoo opens first pop-up store at Isetan Shinjuku department store in Tokyo
Sulwhasoo, a premium cosmetics brand of South Korean company Amorepacific, has opened its first official pop-up store at the Isetan Shinjuku department store in Tokyo, Japan. The space on the first floor of the department store’s main building will operate from September 5 to October 13, 2026.
As reported by The Korea Herald, the opening is part of the brand’s expansion in the Japanese market. At the pop-up store, Sulwhasoo presented its flagship products, including Concentrated Ginseng Rejuvenating Cream and First Care Activating Serum.
Services for visitors
Visitors are offered hand massages, as well as the Jihambo gift-wrapping service inspired by the traditional Korean bojagi cloth. Special programs and promotions are available for VIP customers.
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This year marks the 60th anniversary of ABC Ginseng Cream. The company calls it the world’s first cosmetic product created using ginseng. Sulwhasoo has more than 600 stores in 15 countries.
Expansion of sales in Japan
Before launching at Isetan Shinjuku, the brand held events to raise awareness in Japan. In May, Sulwhasoo opened a pop-up store through the beauty platform Cosme, and in August it organized an event for Japanese beauty media, retailers and influencers. The event also included promotional materials and product sample distribution in partnership with the Japanese magazine Biteki Grand.
Alongside the pop-up store’s operation, Sulwhasoo is expanding sales through Isetan Beauty Online, Qoo10, Amazon Japan and Cosme Shopping. A brand representative said that entering the Japanese market makes it possible to introduce more consumers to 60 years of ginseng research and Sulwhasoo’s Korean beauty philosophy.
