Sulwhasoo at Seoul’s Dosan Park
Entrance to the Sulwhasoo Dosan Park flagship
If we have ever met and discussed the topic of leveraging Korean heritage for branding – you are sure to have heard about what is probably my favorite example – Sulwhasoo. Its Dosan Park flagship store is famous for multiple reasons – one of them being the Spa where you can enjoy a bit of branded pampering, beloved by anyone traveling to the capital of K-beauty.
I am definitely partial to the Sulwhasoo products – they really are THAT good – but first and foremost, I am a big fan of how he brand leverages both its own heritage and Korean heritage in general. Not only that, with the strong cultural profile, it fits perfectly into the artistic image of the AMOREPACIFIC Group – its mother company. For those less familiar with the topic, the founder of Amorepacific, the late Suh Sung-whan, and his son, the current chairman Suh Kyung-bae, are both famous art collectors. If you ever visit Seoul, make sure to look up the Amorepacific Museum of Art.
But back to this specific location and what makes it stand out:
PERFECT BLEND OF HERITAGE AND MODERNITY, FROM FAÇADE TO INTERIOR DESIGN – the metal reminds me of of the traditional Korean Yugi Bangjja brassware, while the thin wire form gives it a modern, industrial feel. The wire structure continues inside, contrasting with traditional elements – medicinal cabinets, moon jars, ornamental motifs. Honestly, even the logo carries this dynamic through the mix of an elegant font and a pop of orange – the brand color.
Obangsaek - traditional Korean color spectrum
Moon jar on traditional furniture
Minwha motifs
HIGHLIGHTING THE LONG HERITAGE OF TRADITIONAL KOREAN INGREDIENTS – I always say that Koreans are extremely entrepreneurial and learn fast – that also applies to luxury branding and the value of craftsmanship and heritage. This quote from Sulwhasoo’s website is a great example of how the brand refocused on its unique value proposition: “Since 1964, Sulwhasoo has pioneered the study of Korean Ginseng, driven by a bold vision: to create a world-class skincare solution using domestically grown ginseng, a plant long revered for its potency.” The first floor has an exhibition space dedicated to its history and the main ingredients. It inspires trust while highlighting its Korean heritage through a truly luxurious presentation.
HIGHLIGHTING LONGSTANDING BRAND HERITAGE AND INNOVATIVE MINDSET– seamlessly storytelling moves from core ingredients to brand history and the aforementioned decade-long expertise in Korean Ginseng. This section also highlights Sulwhasoo’s innovative approach – this isn’t just tradition, it’s also pioneering research. Again, a section from the brand website that illustrates this perfectly: “Our commitment spans over 60 years of research, refining ways to harness the full power of the ginseng plant, root, stem, leaf, and berry, using cutting-edge extraction technologies and proprietary formulas to deliver visible, lasting results.” After all, Korea is also known for its cutting-edge technology and scholarly excellence.
PRODUCT ARTIFICATION – the second floor is dedicated not only to product display but also showcasing beautiful limited editions of Sulwhasoo’s cushion compact. Collectible products that look like they were produced by an artisan. This ties into what I think truly elevated Sulwhasoo to luxury beauty level – The Ultimate S Cream line. It’s easily recognizable due to its packaging, inspired by Korean moon jars – which have been fetching record sums at art auctions in the past years. In 2023, an 18th century moon jar was sold for USD 4.5m at an Christie’s auction – in this context, USD 450 jar for 60ml of a ginseng-infused cream doesn’t sound too bad, does it?
FOSTERING CUSTOMER LOYALTY – the flagship has a dedicated space for VICs – the Culture Lounge – which hints at benefits available only to loyal customers. It’s not accessible to regular customers, but we still get a taste of what it might feel like thanks to the beautiful lounge spaces situated on the second floor.
While the popularity of K-Culture undoubtedly boost its success, Sulwhasoo exemplifies luxury branding that goes beyond typical Western associations. And, as they say, I’m here for it.
