The Estée Lauder Companies Korea has opened the Pink Ribbon Hanok House in Insa-dong, Seoul, as part of its 2026 Breast Cancer Campaign. The space features personal stories from breast cancer survivors and various experiential programs aimed at promoting breast health, coinciding with Breast Cancer Awareness Month in October.
The Pink Ribbon Hanok House, developed in collaboration with the Korean Cancer Society, is designed to allow visitors to empathize with the narratives of those affected by breast cancer, emphasizing the importance of proactive health measures. The structure, inspired by traditional Korean hanoks, incorporates themed spaces named 'chae' which invite visitors to reflect on their own health while engaging with the voices of breast cancer survivors.
Noteworthy components include the 'Geulimchae,' showcasing recovery journeys through illustrations by artist Lee So-young; the 'Sangyoungchae,' presenting candid stories via videos; and the 'Geulchae,' delivering uplifting messages through calligraphy. These artistic expressions enable visitors to deepen their understanding of breast cancer and the significance of caring for their health.
Additional offerings include the 'Jeongbochae,' providing information on breast cancer and health; 'Salpimchae,' where attendees can learn self-examination techniques; 'Baewumchae,' offering quizzes on breast cancer knowledge; and 'Nolchae,' educating through traditional Korean games. Moreover, hands-on experiences like crafting their own pink ribbon ornaments in the 'Gongyebang' and enjoying pink ribbon beverages in the 'Chadam-bang' will be available. The Pink Ribbon Hanok House aims to highlight the importance of early detection and proactive practices for breast health.
The Hanok House will operate until October 18 at 12 Insa-dong 14-gil, Jongno-gu, Seoul, from 11 a.m. to 8 p.m. Entry is open to all who present an invitation from the Pink Touch app without prior reservation. Completing a mission within the Pink Ribbon House grants participants a chance to win pink ribbon merchandise and a lucky draw entry.
The Estée Lauder Companies' breast cancer campaign was initiated in 1992 by Evelyn H. Lauder, who co-created the pink ribbon. Over the past 34 years, the campaign has gone beyond awareness, providing support for research, education, and healthcare services as a notable corporate social responsibility initiative. The campaign has funded approximately $182 million globally for breast cancer research and support initiatives, over $146 million of which has aided more than 400 breast cancer studies through the U.S. Breast Cancer Research Foundation (BCRF). In Korea, the partnership with the Korean Cancer Society has continued for 26 years, focusing on raising awareness, improving access to breast cancer information, and supporting patients in need.
Through initiatives such as the Pink Ribbon Hanok House and campaign activities this October, The Estée Lauder Companies Korea aims to convey its global campaign message that 'Breast Care is Self-Care.' The goal is to encourage individuals to adopt health maintenance as a daily practice and recognize small actions supporting breast health as pivotal in ensuring their long-term wellness.
Ji-won Lee, Senior Director of Group Communication and CSR at The Estée Lauder Companies Korea, stated that she hopes the Pink Ribbon Hanok House will foster empathy for the stories of breast cancer survivors while prompting individuals to reflect on their own health and appreciate the importance of taking proactive steps. She expressed a desire for more individuals to incorporate self-examinations, regular screenings, and healthy lifestyle habits into their daily routines to actively care for their health.
