Song Hye-kyo visits the Sulwha Cultural Exhibition - “Micro-Sense: House of Pattern” – where be able to rediscover the beauty of traditional patterns

INTERNATIONAL | 2019.12.04
송혜교, 전통 문양의 재발견 설화문화전 ‘문양의 집’ 방문

Song Hye-kyo visits the Sulwha Cultural Exhibition - “Micro-Sense: House of Pattern” – where be able to rediscover the beauty of traditional patterns

- Sulwhasoo model Song Hye-kyo visited the 2019 Sulwha Cultural Exhibition for an immersive experience into the world of Korean traditional patterns
- Sulwha Cultural Exhibition “Micro-Sense: House of Pattern” gets a facelift for the year-end holiday season

On the 2nd of December, actor Song Hye-kyo - the main “muse” of the Sulwhasoo brand - visited the 2019 Sulwha Cultural Exhibition “Micro-sense: House of Pattern.” According to sources, Song Hye-kyo took her time to see every exhibit at the “Micro-sense: House of Pattern” carefully, and was deeply impressed with the history and mission of the Sulwha Cultural Exhibition initiative.

As Sulwhasoo’s global brand ambassador, Song Hye-kyo is expected to take part in various global campaigns to promote Sulwhasoo’s brand story around the world, including China and other Asian markets.

Showing exhibitions sensuously in the everyday space of "Home", this year’s Sulwha Cultural Exhibition - “Micro-Sense: House of Pattern” - takes butterflies, birds, and flowers for the mainstays, all of which stand for happiness and beauty when used as traditional Korean patterns. Since it opened on 18th of October, more than 16,000 visitors have experienced the delicate beauty of traditional patterns at the “Micro-Sense: House of Pattern” exhibition.

In anticipation of the year-end holiday season, the Sulwha Cultural Exhibition “Micro-Sense: House of Pattern” received a facelift on December. To create a more colorful and lively atmosphere befitting the holiday season, Sulwhasoo installed light bulbs along the exterior walls of the “house,” and decorated the main entrance with a red fabric, which is often the most popular color at the end of every year. It also added Christmas trees to the dining room and library section of the exhibition. In particular, the tree installed in the library served as a “wishing tree” where visitors were invited to hang ornaments bearing their wishes for the upcoming new year.

The 2019 Sulwha Cultural Exhibition (1F Amorepacific Headquarters, Yongsan) closes on December 29th, 2019. For more information, please visit the official Sulwhasoo website.

[Additional Information]

2019 Sulwha Cultural Exhibition Overview

■ Exhibition Title: 2019 Sulwha Cultural Exhibition “Micro-Sense: House of Patterns”
■ Exhibition Period: October 18 (Fri), 2019 – December 29 (Sun), 2019
■ Exhibition Hours: 10:00 am - 06:00 pm (closed on Mondays)
■ Exhibition Venue: 1F, Amorepacific Headquarters, Yongsan (100, Hangang-daero, Yongsan-gu, Seoul)
■ Sulwhasoo - Official website www.sulwhasoo.com
Sulwhasoo - Official Instagram www.instagram.com/sulwhasoo.official
Sulwhasoo - Culture Instagram www.instagram.com/sulwhasoo.culture


2019 Sulwha Cultural Exhibition Overview
The mainstays of this year’s Sulwha Cultural Exhibition - “Micro-Sense: House of Patterns” - are butterflies, birds, and flowers, all of which stand for happiness and beauty when used as traditional Korean patterns. The exhibition, which features reinterpretation of traditional patterns created by a list of contemporary artists using their unique artistic styles, shows that the tradition patterns, elements of fragile beauty, are recreated sensuously within the everyday space of “home.”



The butterflies, birds, and flowers recreated using drawing and illustration techniques popularly used in modern art were designed based on the “10-panel Tiger Swallowtail Screen” and “10-panel Flower and Bird Screen” that inspired this year’s Exhibition.

The Sulwha Cultural Exhibition can trace its roots back to the “Sulwha Club,” which began in 2003 to support Korean traditional culture and traditional artisans. Today, it has matured into Sulwhasoo’s signature cultural MECENAT initiative. Celebrating its 14th anniversary, the Sulwha Cultural Exhibition strives to help younger generations understand and identify our traditional culture through traditional and modern encounters. In doing so, it facilitates better communication and interaction between different generations.

About Sulwhasoo

Inspired by the ultimate beauty of plum blossoms blooming in the snow, Sulwhasoo, Korea’s leading luxury beauty brand, presents timeless beauty, conveying the true aesthetics found from the philosophy of harmony and balance, tradition and modernity. The Sulwhasoo brand gains wisdom from the laws of nature, pursues beauty reminiscent of nature with precious natural ingredients and delivers beauty of harmony and balance between the body and the mind by creating beauty from the inside out. Sulwhasoo globally promotes the value of holistic beauty with the legendary ingredient such as the Jaum Balancing Complex™ and Korean ginseng, which contains the wisdom of Asia, with Sulwhasoo’s unique cutting-edge technology. As of 2018, Sulwhasoo has established itself as an authentic global brand, operating in 12 global markets around the world such as South Korea, Mainland China, Singapore, Hong Kong (China), Thailand, Indonesia, Malaysia, Taiwan, Vietnam, the US, Canada and France, by conveying Korean traditional beauty and value to all around the world.