Sulwhasoo, the global luxury beauty brand of Amorepacific, will roll out its wellness campaign, “Yunbit Walk,” across the Bukchon area in Seoul from April 18 to May 3. By connecting spaces in Bukchon—exhibition venues, cafés, restaurants, bookstores, and meditation studios—each with its own philosophy, this campaign is drawing attention as a new approach that goes beyond the format of pop-up stores and turns the entire village into a stage for brand experiences.
What Is “Yunbit”…The Core of Sulwhasoo’s Brand Philosophy
The starting point of the campaign name “Yunbit Walk” is the concept of “Yunbit,” which Sulwhasoo has long defined. It does not simply refer to luminous skin; rather, it points to the glow of living, vital skin that naturally appears when one’s inner and outer selves are in balance. Sulwhasoo has continued to carry this Yunbit-skin philosophy forward through its signature product, the Concentrated Ginseng Essence, launched in 1997 as Korea’s first-ever introduction of the “boosting essence” concept. The Concentrated Ginseng Essence, formulated with ginseng-derived ingredients and proprietary technologies such as Jaeumdan®, is the first step essence designed to help support skin moisture circulation and strengthen the skin barrier. It symbolizes Sulwhasoo’s brand identity.
This “Yunbit Walk” project expands that philosophy into spaces and everyday life. Like taking care of your skin, it reflects the idea that the very process of walking, staying, and resting is an act of recovery.
Beyond Pop-Up Stores…All of Bukchon Becomes One Wellness Course
The biggest feature of this campaign is its format. Unlike the pop-up store approach that concentrates the brand in a specific location, Sulwhasoo loosely connected the various different spaces across the Bukchon area into a single strolling route. Instead of “coloring” each space with Sulwhasoo’s aesthetic, the experience is designed so that the brand’s wellness values naturally seep in while preserving each space’s original atmosphere and philosophy.
Participants do not need to follow a set route. You can freely visit the spaces that catch your interest according to your own pace and preferences. You can look at the exhibitions first and then have tea, or pick out a book and end the day with meditation. The structure lets everyone fill their own “Yunbit” in their own way.
Six Wellness Themes…Experience Methods by Space
Yunbit Walk consists of six themes: art, tea, food, books, small objects, and meditation.
Art awakens your senses through Bukchon’s exhibition spaces. The process of seeing and feeling with your eyes is the first step in recovery—one that stimulates your inner self. The Tea theme offers a quiet moment to catch your breath with a cup of tea at a serene café. The Food theme provides an experience of caring for your body through meals at Bukchon restaurants. In the Books theme, you explore spaces for writing and reflection at a bookstore, while in the Small Objects theme, you discover your own senses by encountering items that reflect personal tastes. The Meditation theme continues at the Waveloro Studio, where you set aside the everyday noise and focus inward.
Each partner space is a place that has worked alongside Bukchon’s daily life and culture for a long time. While respecting each space’s distinctive aesthetics and atmosphere, Sulwhasoo designed the program with careful detail so that Bukchon’s unique sensibility and the brand’s wellness values blend naturally.
Collaboration with Local Spaces…Putting Weight on “Authenticity”
Another reason this campaign is drawing attention is the authenticity of its collaboration approach. Instead of partnering with famous commercial venues, Sulwhasoo teamed up with spaces that have put down roots in Bukchon and helped shape local culture. This sets it apart from conventional beauty brand marketing in that Sulwhasoo minimized interference so that each space’s distinct character would not be diluted, while still designing an experience where visitors can enjoy both values at once—the space’s own philosophy and Sulwhasoo’s wellness.
It also demonstrates how beauty brand marketing is expanding beyond product promotion into the broader lifestyle. With local merchants and the brand coexisting, it delivers emotional comfort to consumers. It is being evaluated as a new marketing approach that combines wellness trends with local culture.
The Destination of the Stroll: “Sulwhasoo House in Bukchon”
The end of every journey leads to “Sulwhasoo House in Bukchon.” This space was created by renovating a hanok from the 1930s and a Western-style house from the 1960s. It is Sulwhasoo’s signature flagship store that holds tradition and modernity within a single location. Designed by architect Choi Wook (WonO Won Architects), the project dismantled the boundary wall between the two buildings and created an open courtyard, naturally connecting the hanok and the Western-style house. It was also selected as one of Seoul’s excellent hanok architectural works in 2022.
Here, you can experience the meanings of Sulwhasoo’s pursuit of “balance between inner and outer selves” and “Yunbit” through all five senses. Brand experience programs such as ginseng classes and docent tours are also offered, and during the campaign period, you can find special programs linked to Yunbit Walk.
Bring the Flyer for a Gift, and Get a Lucky Draw for SNS Verification
If you bring the flyer available at the partner spaces and visit Sulwhasoo House in Bukchon, you can receive a small gift for Yunbit wellness. Participating in the visit-verification event on SNS also provides a chance to win various Sulwhasoo products through a lucky draw.
A Sulwhasoo brand representative said, “We hope this becomes an opportunity to look back at yourself through the time you spend walking slowly and resting in Bukchon, stepping away from everyday life for a moment. We also expect that many people will experience true recovery, regaining vitality for both body and mind through this Yunbit Walk, and naturally get to experience Sulwhasoo’s Concentrated Ginseng Essence as well.”
How to Participate and Key Information
Most of the partner spaces can be visited freely without a separate reservation. However, the “Waveloro Studio,” the meditation-themed space, requires advance booking. You can check the campaign’s detailed schedule and the list of participating spaces on Sulwhasoo’s official Instagram (@sulwhasoo.official).
