▲ Sulwhasoo's pop-up store is set up at @cosme TOKYO in Japan in this photo provided by Amorepacific. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, May 7 (Yonhap) -- Amorepacific's global luxury beauty brand Sulwhasoo is accelerating its expansion in Japan by hosting a brand experience event at "@cosme TOKYO," Japan's largest beauty platform.

 

The event runs for one week from May 6-12.

 

@cosme TOKYO is considered one of Japan's leading beauty platforms, where brand credibility is built on consumer reviews and hands-on experiences, significantly influencing local consumers' purchasing decisions.

 

Sulwhasoo said it plans to use the event to expand direct engagement with Japanese consumers and strengthen its foothold in the local market.

 

▲ Sulwhasoo's pop-up store is set up at @cosme TOKYO in Japan in this photo provided by Amorepacific. (PHOTO NOT FOR SALE)(Yonhap)

 

Japan is widely regarded as a market with high standards for skincare products and strong consumer discernment regarding brands.

 

Taking such market characteristics into account, Sulwhasoo said it is focusing on building trust with local consumers through the brand's philosophy and research-based heritage rather than pursuing short-term sales growth.

 

The event is centered on the harmony between Eastern aesthetics and modern science, which Sulwhasoo has cultivated over many years.

 

Visitors can experience Sulwhasoo's signature skincare lines firsthand while naturally exploring the brand's philosophy of beauty and research-driven storytelling.

 

Sulwhasoo said it plans to gradually expand brand awareness in Japan through the event and continue strengthening touchpoints with local consumers.

 

The company added that it aims to more deeply communicate Sulwhasoo's luxury skincare philosophy and refined research-based brand story to the Japanese market.

 

jwc@yna.co.kr

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