2017 Sulwha Cultural Exhibition 《Once upon a time: A Fairy and A Woodcutter》

Sulwhasoo’s 11 year-long cultural mécénat program of promoting traditional Korean culture

• - The exhibition takes place in Sulwhasoo Flagship Store and Dosan Park from September 15th to October 29th
• - Contemporary artists and an Intangible Cultural Asset give a new life to Korean folklore, ‘A Fairy and A Woodcutter.’
• - Marking the 11th Sulwha Cultural Exhibition, Sulwhasoo releases BEAUTY FROM YOUR CULTURE limited edition

Sulwhasoo, Amorepacific’s holistic beauty brand, which delivers the beauty of harmony and balance inspired by Asian philosophy and wisdom, kicks off the 2017 Sulwha Cultural Exhibition, titled 《Once upon a time: A Fairy and A Woodcutter》 at the Sulwhasoo Flagship Store and Dosan Park in Seoul. The exhibition will run from September 15th (Friday) through October 29th (Sunday).

The Sulwha Cultural Exhibition is a cultural mécénat program that Sulwhasoo has carried out since 2006. The Sulwha Cultural Exhibition represents Sulwhasoo’s unwavering commitment and journey which brings younger generations closer to tradition and enables a cross-generational communication. Infused with Korea’s aesthetic culture and spirit, Sulwhasoo incorporates the utility and aesthetic values of traditional culture into its own products. Through the Sulwha Cultural Exhibition, Sulwhasoo continues its efforts to support and carry on tradition by providing an opportunity to cast a new light on tradition which cherishes the ultimate and most sublime beauty.

The 2017 Sulwha Cultural Exhibition 《Once upon a time: A Fairy and A Woodcutter》 interprets ‘A Fairy and A Woodcutter’, the popular folklore in Asia, as a story of human aspiration for divine beauty. Spanning between Sulwhasoo Flagship Store and Dosan Park like a previous year, which each represent the fairy’s heavenly world and the woodcutter’s earthly world, the exhibition allows artists to unravel the story with imagination.

Curated and organized by Amorepacific Museum of Art (APMA), the exhibition brings together a traditional needlework master and 11 rising contemporary artists from diverse genres – sculpture, installation (Suki Seokyeong Kang, Myeongbeom Kim, Sang Gyun Kim, Jaeoon Rho, Sungmi Lee, Jae Hoon Jung, Jung-Ouk Hong), architecture (Yong Ju Lee, Jeong Hoon Lee), design and craft (Dallae Jin & Woohyuk Park), and media and sound (Sang A Han) – to present their perspectives on ‘A Fairy and A Woodcutter’. Exhibited at the entrance of Sulwhasoo Flagship Store, hanbok, a Korean traditional dress made by Hye-ja Koo, a needlework master designated as Important Intangible Cultural Property No. 89, visualizes a fairy’s flying robe and serves as a medium between heaven and earth, enriching the narrative of the exhibition.

Moreover, Sulwhasoo will begin ‘Beauty from Your Culture’ Campaign simultaneously in four countries, Korea, China, Singapore, and Malaysia to globally promote the value of preserving traditional culture, developing on the Sulwha Cultural Exhibition. In line with the campaign, Sulwhasoo presents various art merchandises and limited edition designed by Dallae Jin & Woohyuk Park, an artistic duo participating in the 2017 Sulwha Cultural Exhibition. Proceeds from limited edition sales go towards Sulwhasoo’s sponsorship programs for traditional master craftsmen in Korea.

For further information on the 2017 Sulwha Cultural Exhibition, please visit the 2017 Sulwha Cultural Exhibition’s official website (https://sulwhaculture2017.com/kr), Sulwhasoo’s official Instagram (www.instagram.com/sulwhasoo.official/), and facebook (www.facebook.com/sulwhasoo.official). Advance reservation can be made online on the official website.

Sulwhasoo BEAUTY FROM YOUR CULTURE LIMITED EDITION ESSENTIAL TRIAL KIT includes:
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

Sulwhasoo BEAUTY FROM YOUR CULTURE LIMITED EDITION FIRST CARE ACTIVATING SERUM EX includes:
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