Sulwhasoo, the global luxury beauty brand, successfully concluded its participation in the 2026 Gyeongbokgung Hanbok Festival, held from October 9 to 10. This festival featured a night-time cultural program where attendees experienced a variety of traditional cultures while dressed in hanbok against the backdrop of Gyeongbokgung's beautiful night scenery.
A total of 3,600 participants joined the event, including 800 foreign visitors, reflecting a high level of interest in Korean traditional culture. Sulwhasoo set up a brand booth near the Gyeongbokgung's Gyeonghoeru Pavilion, providing attendees with unique experiences.
Visitors received an 8mL sample of the brand's signature product, the Essence, alongside an amber-colored lantern symbolic of Sulwhasoo. Participants carried the lanterns as they explored Gyeongbokgung, allowing them to immerse themselves further in the essence of Korean traditional culture.
The softly glowing amber lanterns harmonized beautifully with the palace's night scenery, capturing the attention of both local and international attendees. Through this brand booth, Sulwhasoo not only facilitated product trials but also conveyed the unique aesthetics and sentiments of Korean culture.
A representative from Sulwhasoo noted, 'The Gyeongbokgung Hanbok Festival was a meaningful occasion for both local and foreign visitors to experience the beauty of Korean traditional culture firsthand,' adding that the brand aims to continue supporting various cultural initiatives rooted in a deep respect for Korean traditions.
Sulwhasoo has a long-standing commitment to preserving and promoting the value of Korean culture. The brand supports innovative projects through the 'Sulwha Project,' a cultural program encouraging student creativity. Additionally, it sponsors the restoration of traditional Joseon royal craft items and operates the cultural art program 'Salon Sulwhasoo,' contributing to the inheritance and dissemination of Korean cultural heritage.
