Sulwhasoo to recruit participants for 'Sulwha Project Season 3' creative program

▲ This recruitment poster for the university student creative program “Sulwha Project Season 3," organized by global luxury beauty brand Sulwhasooset, is provided by Amorepacific. The project runs from April 21 to May 5, 2026. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, April 23 (Yonhap) -- Global luxury beauty brand Sulwhasoo said Thursday it will recruit participants for its university student creative program “Sulwha Project Season 3” from April 21 to May 5.

The “Sulwha Project” is a creative support program aimed at reinterpreting traditional Korean culture with a contemporary sensibility and expanding its value through collaboration with young creators.

The theme of this season is traditional Korean performing art “talchum,” or mask dance. Based on its characteristics of satire, humor and free expression, participants will present creative works in various formats, including performance, video, textile, crafts and spatial design. The program also emphasizes documenting and sharing the creative process, rather than focusing solely on final outputs.

Sulwhasoo selected talchum as this year’s theme to explore broader reinterpretations of Korean tradition. As a comprehensive art form combining dance, music, masks and narrative, talchum offers strong potential for expansion into modern creative formats. Its elements of humor, satire and expressive freedom are also seen as resonating with contemporary audiences, enabling a reinterpretation as “fun and trendy tradition.”

Applicants must be undergraduate or graduate students and may apply individually. A total of 16 participants will be selected and divided into teams of four to carry out projects over approximately three months with expert mentoring.

All participants will receive production and activity support funds, with additional awards granted to outstanding teams. The final works will be exhibited in August at the Sulwhasoo Bukchon flagship store.

A Sulwhasoo official at Amorepacific said the project serves as a creative platform that expands tradition into present-day culture, adding the company will continue to explore the potential of Korean traditional culture through fresh perspectives from young creators.

Applications can be submitted by downloading the application form from Sulwhasoo’s official website and sending it via email. More details are available through the brand’s official channels.

Sulwhasoo has long reinterpreted traditional culture and craftsmanship in a modern context through various cultural initiatives, including “Sulwha Culture Night,” launched in 2006, as well as exhibitions and cultural projects. 

This year, the company reorganized these efforts under the “Sulwha Project” to further strengthen collaboration with young creators. Past projects have included creative collaborations inspired by traditional furniture “gapgesuri” and folk painting “minhwa.”

jwc@yna.co.kr

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