Brand Activities
Under the vision to make a more beautiful world,
Amorepacific runs a variety of CSR programs based on the three initiatives of women, natural ecosystem, and nurturing culture.
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BEAUTY FROM CULTURE
Sulwhasoo believes that beauty is not a concept that peaks at a specific point in a person’s life. Rather, it believes that beauty grows deeper and more profound over time. This philosophy on beauty is evident not only among Sulwhasoo's products, but also within its culture.
As a global luxury beauty brand, Sulwhasoo strives to do more than simply preserving our cultural heritage and supporting initiatives that are aimed at keeping traditions in their original state. It channels its resources in reinterpreting traditions through a modern scope to create a more valuable culture for the future. Moreover, Sulwhasoo works to preserve and carry on the cultural heritage of different countries in addition to all its efforts in Korea.
By doing so, Sulwhasoo wants to help people belonging to different generations to experience and share culture in their daily lives, and to create new cultures, thus adding value in the present and in the future. Ultimately, it hopes to create culture that transcends time and space.
The proceeds from the BEAUTY FROM CULTURE limited edition of the First Care Activating Serum are used to fund activities that are designed to preserve traditional cultural heritage in Korea and abroad. In Korea, Sulwhasoo will be donating funds to the Korea Cultural Heritage Foundation to protect the nation’s intangible cultural assets. Meanwhile, in China, it plans to work with the Intangible Cultural Properties Restoration Project. Then, in Singapore, Sulwhasoo will be contributing to the Asian Civilization Museum. In Thailand, Sulwhasoo will be sponsoring traditional Thai masked dances and similar activities through UNESCO. Finally, in Taiwan, Sulwhasoo will provide funds to the Museum of Old Taiwan Tiles to help restore and preserve the original Taiwanese tile patterns used in traditional buildings. Moving forward, Sulwhasoo hopes to continue its work on preserving cultures around the world.
![[Sulwhasoo-보도자료] Sulwhasoo, ‘Beauty From Culture’ 캠페인 런칭(1)](/amore2017/en/img/brand/01/sulwhasoo_002.jpg)
Global Activities
Beauty From CultureThis campaign aims to inherit and preserve our tradition and create greater value for the culture where people and culture, tradition and modernity coexist in harmony. It has been in operation with 4 offices.
The proceeds were used to fund restoration projects for intangible cultural heritage.
The proceeds were used to fund restoration projects for intangible cultural heritage.
Part of the proceeds was used to sponsor the Museum of Old Taiwan Tiles.
The proceeds were used to fund sponsorship programs for Asian Civilizations Museum.
The proceeds were used to fund sponsorship programs for the preservation of khon mask, Thailand's UNESCO World Heritage site.
This is a unique culture sharing activity initiated by Sulwhasoo with the aim to globally promote the beauty of Korea by reinterpreting the traditional values of Korean culture from a modern viewpoint and spreading its aesthetics worldwide. The exhibition also presents new possibilities through communication between tradition and the present. As part of efforts to keep traditional Korean beauty alive, the Sulwha Culture Exhibition, which traces back to the 2006 Sulwha Culture Night event, exhibits various artwork that show the noble dedication of traditional artisans while also introduces promising young artists to demonstrate what contemporary arts can offer when blended with tradition.
The 2020 Sulwha Cultural Exhibition <Screen, the Overlapping of Traditions and Modern Society>is a media art exhibition that was organized with the overarching theme, “reinterpreting tradition from a modern perspective.” Just as our ancestors used to enjoy changes of scenery as they opened and
closed the screens and doors in their houses, the Exhibition allows patrons to see our traditions, and to catch a glimpse of modern society within those traditions through a media wall, which is designed to function as a modern “screen” at the heart of the city.
2019.<Micro-Sense: House of Pattern> Exhibition
<FORTUNE LAND – Gold Leaf> Exhibition 2018
<Sulwha Once upon a Time: The Fariy and Woodcutter> Exhibition 2017
