▲ Sulwhasoo, a luxury beauty brand owned by Amorepacific, runs its first pop-up store in Japan at Isetan Shinjuku in Tokyo until Oct. 13, 2026. Photo courtesy of Amorepacific. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, Sept. 11 (Yonhap) -- Sulwhasoo, a luxury beauty brand owned by Amorepacific, is operating its first pop-up store in Japan at Isetan Shinjuku in Tokyo through Oct. 13, the company said Friday.

Sulwhasoo is showcasing key products including its "Concentrated Ginseng Renewing Cream" and "First Care Activating Serum." It is also offering brand experience programs for VIP customers, including hand massages and its traditional Korean packaging service.

"We will expand our points of contact with Japanese customers through various online and offline channels and differentiated brand experiences," a Sulwhasoo official said.

The beauty industry has recently been stepping up efforts to target global markets by opening pop-up stores in Asia and the Americas and strengthening engagement with local customers.

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