The global luxury beauty brand Sulwhasoo is launching “Yoonbit Promenade,” a wellness campaign curated in collaboration with various local spaces in Bukchon, Seoul, designed to offer moments of daily restoration.

Running from April 18 to May 3, the campaign connects a selection of unique venues across Bukchon—including exhibition spaces, cafes, restaurants, bookstores, and a meditation studio—into a single, thoughtfully curated walking journey. Each participating space has been chosen for its distinct aesthetic and philosophy.

The “Yoonbit Promenade” features six distinct wellness themes. Participants are invited to awaken their senses through art, catch their breath over a warm cup of tea, and wander through paths dedicated to nourishing food, inspiring books, curated lifestyle objects, and mindful meditation. This journey offers a special self-care experience for everyone. With no fixed route, visitors can freely stroll through the hidden corners of Bukchon at their own pace and preference, filling their day with their own personal “Yoonbit” (radiant glow).

The campaign holds deeper significance as it represents an authentic collaboration with spaces that have long shaped the daily life and culture of Bukchon. While respecting the unique atmosphere of each individual venue, Sulwhasoo meticulously designed the journey to ensure that the distinct emotional texture of Bukchon seamlessly harmonizes with the brand’s core wellness values.

The final destination of the “Yoonbit Promenade” leads to the “Sulwhasoo Dosan/Bukchon Flagship Store” (Sulwhasoo House Bukchon). Here, visitors can deeply immerse themselves in the meaning of “Yoonbit” and the “balance between inner and outer beauty” that Sulwhasoo champions. Customers who visit Sulwhasoo House Bukchon with a campaign leaflet—available at any of the collaborating spaces—will receive a special gift tailored for Yoonbit wellness. Additionally, those who share their journey on social media can participate in an on-site lucky draw event for a chance to win a variety of Sulwhasoo products.

An Amorepacific representative for the Sulwhasoo brand stated, “We hope this campaign serves as an opportunity for people to step away from their repetitive daily routines, slowly walk through Bukchon, and take time for self-reflection. We look forward to welcoming many visitors to experience true restoration that revitalizes both body and mind through this promenade, while also naturally experiencing Sulwhasoo’s iconic First Care Activating Serum.”

Sulwhasoo’s wellness campaign, “Yoonbit Promenade,” is open to the public without prior reservation at all collaborating venues, with the exception of the meditation space, “Wavlo Studio,” which requires booking. Further details can be found on Sulwhasoo’s official Instagram account (@sulwhasoo.official).