Sulwhasoo launches Beauty From Your Culture Campaign

INTERNATIONAL | 2017.08.31
Sulwhasoo ‘Beauty From Your Culture’ Campaign T-shirt And Beauty From Your Culture Limited Edition First Care Activating Serum EX

Sulwhasoo globally promotes the beautiful value of traditional culture.

  • - Sulwhasoo launches a global campaign, developing on Sulwha Cultural Exhibition’s activities to preserve traditional culture over the past eleven years
  • - The campaign begins simultaneously in four countries, Korea, China, Singapore, and Malaysia

Sulwhasoo, Amorepacific’s holistic beauty brand, which delivers the beauty of harmony and balance inspired by Asian philosophy and wisdom, will be launching a global campaign titled “Beauty From Your Culture” to promote the value of carrying traditional culture.

With the brand ethos of ‘the most Korean thing is the most global thing’, Sulwhasoo has hosted the Sulwha Cultural Exhibition over the past eleven years in its commitment to safeguarding Korea’s traditional culture. Based on the belief that culture gains its value when tradition and modernity coexist, and true beauty emerges through harmonious coexistence of human, nature and culture, Sulwhasoo has been engaging in cultural mécénat activities.

Marking the 11th anniversary of the Sulwha Cultural Exhibition, Sulwhasoo will simultaneously begin ‘Beauty From Your Culture’ Campaign in four countries, Korea, China, Singapore and Malaysia to globally promote the value of preserving traditional culture as part of efforts to fulfil its social responsibility as a global brand.

In line with the campaign, Sulwhasoo presents Beauty from Your Culture Limited Edition, which includes the brand’s signature product, First Care Activating Serum EX, and Sulwhasoo Essential Trial Kit comprising the brand’s best-selling products, enabling customers to take part in Sulwhasoo’s cultural mécénat activities through purchasing limited editions. Dallae Jin & Woohyuk Park, a well-known Korean artistic duo, designed Beauty From Your Culture Edition, making the campaign’s first limited edition even more special. Dallae Jin & Woohyuk Park, who also participated in the 2017 Sulwha Cultural Exhibition, incorporated unique, modern graphic design into Sulwhasoo’s CSR limited edition, drawing inspiration from Korean folklore, ‘A Fairy and a Woodcutter’.

Proceeds from limited edition sales go towards not just Sulwhasoo’s existing sponsorship programs for traditional master craftsmen in Korea but also cultural heritage projects in China, Singapore and Malaysia. For further information on the campaign, please visit the 2017 Sulwha Cultural Exhibition’s official website (, Sulwhasoo’s official Instagram ( and facebook (

As part of ‘Beauty From Your Culture’ Campaign, the 2017 Sulwha Cultural Exhibition - Once upon a time: A Fairy and A Woodcutter takes place at Sulwhasoo Flagship Store and Dosan Park located in Dosan-daero, Gangnam-gu, Seoul from September 15th (Friday) to October 29th (Sunday).

First Care Activating Serum EX 30ml, Essential Balancing Water EX 30ml, Essential Balancing Emulsion EX 30ml, Gentle Cleansing Oil EX 15ml, Gentle Cleansing Foam EX 15ml, Essential Firming Cream EX 5ml + pouch
Price: 55,000won

First Care Activating Serum EX 60ml, Essential Balancing Water EX 15ml, Essential Balancing Emulsion EX 15ml, Essential Firming Cream EX 5ml, Energy Radiance Mask 15ml + pouch
Price: 90,000won

2017 Sulwha Cultural Exhibition

  • Period: September 15th, 2017 (Friday) – October 29th, 2017 (Sunday)
  • Venue: 1. Sulwhasoo Flagship Store (18, Dosan-daero 45-gil, Gangnam-gu, Seoul)

    2. Dosan Park (20, Dosan-daero 45-gil, Gangnam-gu, Seoul)

  • Opening hours: 10:00-20:00 (weekdays and weekends)

    *Closed on Korean Thanksgiving Day - Chuseok (October 4th) and Sulwhasoo Flagship Store’s regular closing day (October 9th)

  • Contact: +82-2-541-9270

About Sulwhasoo

Sulwhasoo believes in a holistic approach to beauty and skincare, providing the ultimate skin solution that carefully treats our inner and outer beauty. The approach harmonizes our natural beauty with ancient Asian wisdom and legendary Asian medicinal herbs to restore the delicate equilibrium between body and mind. The Sulwhasoo brand gains wisdom from the laws of nature and lavishes your body with the rare and precious ingredients of nature in pursuit of that ideal beauty. Sulwhasoo showcases the value of holistic beauty to the world with the Jaum Balancing Complex ™, our unique solution designed to supplement yin energy and help reverse aging by restoring the skin’s balance. The formula uses just five precious ingredients, carefully selected from a list of more than 3,000 medicinal herbs, including Korean ginseng, the legendary ingredient that makes Sulwhasoo’s unique formulas even more special when combined with our cutting-edge bioconversion technology. As of 2017, Sulwhasoo has stores in South Korea, Mainland China, Singapore, Hong Kong (China), Thailand, Indonesia, Malaysia, Taiwan, Vietnam, the U.S., Canada, and France, successfully thriving as the Asian beauty creator.