Lee Jun-hyuk Graces Sulwhasoo’s ‘Yoonbit Lounge’ Pop-Up Store Launch
SEOUL, South Korea — Actor Lee Jun-hyuk made a stylish appearance on June 10 at the grand opening of the ‘Yoonbit Lounge’, a limited-time pop-up store by Korean luxury beauty brand Sulwhasoo, located at Lotte Avenuel in the Jamsil area of Seoul.
The event celebrated Sulwhasoo’s signature product, the First Care Activating Serum — known locally as 윤조 에센스 (Yoonjo Essence) — with an immersive customer experience. Lee Jun-hyuk joined fellow stars Hyeri, Lee Jun-young, and Gong Seung-yeon at the media photo wall and posed for the cameras, showcasing the brand’s elegant image.
‘Yoonbit Lounge’: Beauty Meets Experience
The pop-up store plays on the Korean word ‘Yoonbit’ (윤빛), symbolizing ‘radiance’ and ‘glow’, aligning with Sulwhasoo’s brand philosophy of harmony between tradition and modern beauty. Visitors can expect a curated showcase of Sulwhasoo skincare products and immersive content that highlights the product’s heritage and innovation.
The pop-up will run until June 20, offering beauty lovers a chance to explore Sulwhasoo’s holistic skincare approach firsthand.
Stars Fuel the Glow
The presence of top celebrities drew considerable attention, with fans and media alike highlighting the elegance and charm showcased throughout the event. Lee Jun-hyuk, known for his refined acting and polished image, perfectly matched the brand’s luxurious aesthetic.
“Events like this truly let people connect with the brand’s story in a meaningful way,” shared one attendee.
Sulwhasoo’s Ongoing Influence
As Korean beauty (K-beauty) continues to expand its global influence, premium brands like Sulwhasoo are leading not only in product innovation but also in sophisticated brand experiences. With stars like Lee Jun-hyuk in attendance, these events further cement Korea’s reputation for merging cultural tradition with contemporary aesthetics.
The Yoonbit Lounge pop-up store is another step in Sulwhasoo’s journey to share its timeless radiance with the world.
