Sulwhasoo opens a Pop-up store to incorporate the “MZ Generation” thanks to the help of their Global Ambassador BLACKPINK's ROSÉ

AmorePacific's global luxury skincare brand Sulwhasoo announced that they will introduce a "Gamjang Pop-up Store" that experiences the past and present of ginseng with the five senses. "Ginseng" was the finest spa of the time that existed in the 1940s and the experience of the ginseng farm was so rare that it was called the "peak of the river" even at the time.

Although the Sulwhasoo pop-up store is not an actual spa, it is designed as a space that feels like a real spa experience, presenting a variety of prepared content such as "Gamjang Reception," "Five Sense Experience Locker Room" and "Seolhwamon Ginseng Tang". Visitors can experience the heritage of ginseng while listening to explanations about ginseng farms of the past at the reception, in the five senses experience locker they can experience Sulwhasoo's representative products made with ginseng and 60 years of research, there is also an experience zone where they can find best-selling products such as the concentrated ginseng renewing serum and a dressing table with new products.

All of the above mentioned is a strategic attempt by Sulwhasoo to strengthen its global presence while providing a quality experience to its customers, gradually expanding its reach towards the "MZ Generation" (a Korean term that refers to millennials and generation Z). To achieve this, the brand named BLACKPINK's ROSÉ as Global Ambassador in 2022 and made her the face of its most recent and important campaigns. That is why for this new Pop-up Store, Sulwhasoo, with the help of Rosé, provided content such as SNS verification events and aerial photo booths, in addition to providing photo cards of the superstar to all those customers who purchased the First Care set and Concentrated Ginseng Renewal brand.

The pop-up store will be held at the Centum City branch of Shinsegae Department Store in Busan until April 14. Another pop-up store will also be held at the main branch of Lotte department store in Myeong-dong, Seoul, from April 12 to 21.