THE WHAT? AmorePacific-owned Sulwhasoo has opened a pop-up store celebrating all things Ginseng at Shingsegae’s Centum City branch in Busan. The space is designed to mirror a spa and visitors are invited to experience different facets of the brand’s star ingredient in a variety of spaces.

THE DETAILS According to a report published by MK, the reception area is farm-themed while the five-sense locker room invites shoppers to try the brand’s various ginseng-based products, including the best-selling Jaumsaeng Serum as well as the Perfecting Cushion and Yoonjo Lip Balm.

THE WHY? The pop-up is designed to promote the brand’s gingseng line as well as tempt customers through the doors with its focus on the experiential and exclusive promotions.