{"id":2291,"date":"2026-06-22T19:36:41","date_gmt":"2026-06-22T10:36:41","guid":{"rendered":"https:\/\/csr-magazine.amorepacific.com\/sulwhasoos-mecenat-carrying-forward-the-beauty-of-tradition\/"},"modified":"2026-08-04T13:51:45","modified_gmt":"2026-08-04T04:51:45","slug":"sulwhasoos-mecenat-carrying-forward-the-beauty-of-tradition","status":"publish","type":"post","link":"https:\/\/csr-magazine.amorepacific.com\/en\/sulwhasoos-mecenat-carrying-forward-the-beauty-of-tradition\/","title":{"rendered":"Sulwhasoo\u2019s Mecenat Carrying Forward the Beauty of Tradition"},"content":{"rendered":"\t\t
\n\t\t\t\t
\n \t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"A\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t
<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t

On a spring day when sunlight gently settled over the courtyard of Tongmyeongjeon Hall in Changgyeonggung Palace, memories of bojagi knotting, once crafted by the hands of royal women, were brought back to life. As one of Korea\u2019s leading beauty brands, Sulwhasoo continues its *mecenat activities dedicated to preserving and promoting Korea\u2019s unique cultural heritage. These efforts are guided by the brand\u2019s philosophy of respecting traditional Korean culture and ensuring its meaningful transmission to future generations. From in-kind donations to the K-Royal Culture Festival to sponsorship for the restoration of Banhwa, decorative miniature tree crafts of the Joseon royal court, Sulwhasoo continues to walk alongside Korea\u2019s traditional culture. <\/p>\n\t\t\t\t\t

* Mecenat is a French term referring to \u2018support for the arts and culture, or to those who provide such support.\u2019 The term originates from Gaius Maecenas, a statesman of the Roman Empire. (Source: Economic Education Information Center, Korea Development Institute (KDI)).<\/p>\n\t\t\t\t

\n\t\t\t\t\t\t\t
\n\t\t\t
<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Poster\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t
<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t

Connecting Royal Traditions to the Present, Sponsoring <The Queen\u2019s Choice> at the K-Royal Culture Festival<\/h3>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

In the spring of 2026, Sulwhasoo supported <The Queen\u2019s Choice>, a program featured as part of the K-Royal Culture Festival organized by the Palace and Royal Tombs Division of the Korea Heritage Agency, through an in-kind donation. Set against the backdrop of Tongmyeongjeon Hall in Changgyeonggung Palace, <The Queen\u2019s Choice> is a cultural experience program that introduces participants to the decorative arts and gift-wrapping traditions of royal women. The program combined an exhibition of works by holders of National Intangible Cultural Heritage designations with a hands-on bojagi knotting experience, allowing participants to engage directly with the value of traditional crafts. Participants were also able to take home their completed works, encouraging the continuation of traditional gift-giving culture in everyday life. <\/p>

<\/p>

Over the course of four days, from April 30 to May 3, a total of 256 participants took part in the program through eight sessions, with two sessions held each day at Tongmyeongjeon Hall. Among them, 64 individuals from socially underrepresented groups were also invited, helping to broaden access to and enjoyment of traditional culture. Sulwhasoo provided a total of 256 products, including the First Care Activating Serum VI and the Ginseng Daily Rejuvenating Kit (4 items), to be used as materials for the bojagi knotting experience. Through this support, the beauty of Korean tradition and Sulwhasoo\u2019s philosophy came together naturally within a shared cultural setting. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t\t
\n\t\t\t
<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\""Banhwa\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t
<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t

Reviving the Beauty of the Joseon Royal Court, The Restoration of Banhwa <\/h3>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

On June 3, 2026, \u201cBanhwa (\u76e4\u82b1)\u201d was unveiled to the public for the first time in Korea through exhibitions at the National Palace Museum of Korea and Deoksugung Palace. Banhwa is an ornamental floral arrangement crafted by attaching jeweled flowers and leaves to a tree-like structure. It was presented by King Gojong to French President Sadi Carnot in 1886 to commemorate the diplomatic relations between Korea and France. The original artifact is currently housed at the Mus\u00e9e Guimet in France. Due to its composition of multiple materials, including gemstones, wood, and metal, it is highly vulnerable to vibration and therefore cannot be transported over long distances. Sulwhasoo is a brand that has long explored and embodied the essence of Korean beauty. Supporting the restoration of a cultural heritage artifact that reflects the aesthetic sensibilities and craftsmanship of the Joseon royal court was a natural extension of the brand\u2019s philosophy and ongoing journey. It was in this spirit that Sulwhasoo sponsored the replication of Banhwa, the only surviving royal bonsai craftwork from the Joseon Dynasty. <\/p>

<\/p>

To support the project, Sulwhasoo entered into an agreement on the preservation and utilization of royal cultural heritage with the Royal Palaces and Tombs Center of the Korea Heritage Service and the National Palace Museum of Korea in 2024, providing a sponsorship of KRW 250 million. The restoration was carried out using traditional techniques by Kim Young-hee, holder of the National Intangible Cultural Heritage designation for jade craftsmanship. Upon completion, one pair of the restored works was donated to the Deoksugung Management Office of the Royal Palaces and Tombs Center and another pair to the National Palace Museum of Korea. <\/p>

<\/p>

\u201cThe restoration and first public exhibition of Banhwa represent a meaningful example of how the beauty and historical value of Joseon\u2019s royal cultural heritage can be brought to life in a contemporary context. We will continue our efforts to promote and carry forward the value of Korea\u2019s traditional culture.<\/em>\u201d<\/em><\/p>

– Sulwhasoo spokesperson<\/strong><\/p>

<\/p>

Having long studied and embodied the essence of Korea\u2019s unique beauty, Sulwhasoo is now also contributing to the preservation and restoration of the cultural roots from which that beauty emerged. Sulwhasoo\u2019s objective\u2014connecting the tastes and aesthetics of the royal court to contemporary life\u2014was presented by restoring a royal craft that had long remained overseas with our own hands. Through its mecenat activities, Sulwhasoo demonstrates that beauty is the most enduring value connecting the past, present, and future. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\n<\/div>\n\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

On a spring day when sunlight gently settled over the courtyard of Tongmyeongjeon Hall in Changgyeonggung Palace, memories of bojagi knotting, once crafted by the hands of royal women, were brought back to life. As one of Korea\u2019s leading beauty brands, Sulwhasoo continues its *mecenat activities dedicated to preserving and promoting Korea\u2019s unique cultural heritage. […]<\/p>\n","protected":false},"author":1,"featured_media":2292,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_theme","format":"standard","meta":{"_acf_changed":false,"_angie_page":false,"page_builder":"","footnotes":""},"categories":[71,126],"tags":[130,153,350,353,348,352,351,146,347,349,354],"class_list":["post-2291","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty-for-culture","category-cultural-heritage-preservation","tag-amorepacific-2","tag-csr","tag-k-royal-culture-festival","tag-korea-heritage-agency","tag-mecenat","tag-restoration-of-banhwa","tag-royal-cultural-heritage","tag-sulwhasoo-2","tag-support-for-arts-and-culture","tag-transmission-of-traditional-culture","tag-value-of-beauty"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/csr-magazine.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/2291","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/csr-magazine.amorepacific.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/csr-magazine.amorepacific.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/csr-magazine.amorepacific.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/csr-magazine.amorepacific.com\/en\/wp-json\/wp\/v2\/comments?post=2291"}],"version-history":[{"count":2,"href":"https:\/\/csr-magazine.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/2291\/revisions"}],"predecessor-version":[{"id":2592,"href":"https:\/\/csr-magazine.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/2291\/revisions\/2592"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/csr-magazine.amorepacific.com\/en\/wp-json\/wp\/v2\/media\/2292"}],"wp:attachment":[{"href":"https:\/\/csr-magazine.amorepacific.com\/en\/wp-json\/wp\/v2\/media?parent=2291"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/csr-magazine.amorepacific.com\/en\/wp-json\/wp\/v2\/categories?post=2291"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/csr-magazine.amorepacific.com\/en\/wp-json\/wp\/v2\/tags?post=2291"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}