Sulwhasoo Launches Yunjo Essence on China's Tmall "Accelerating Online Expansion"

[Asia Economy Reporter Yujin Cho] Amorepacific's luxury brand Sulwhasoo is accelerating its expansion in the Chinese online market through a live commerce collaboration with a famous Chinese wanghong (internet celebrity).

On the 1st (local time), Sulwhasoo announced the launch of the 5th generation Yunjo Essence in the Chinese market via Tmall, China's largest e-commerce platform. The digital launch event featured Sulwhasoo's Greater China ambassador Angela Baby and researchers from Amorepacific.

This digital launch was planned to strengthen targeting of the 2030 generation, which accounts for 80% of Sulwhasoo's customers in the Chinese market. The event, conducted in the form of quizzes about Yunjo Essence's key technologies and ingredients, including the Jaum Activator™, attracted about 80,000 simultaneous online viewers. On that day, approximately 1.53 million visitors accessed the Sulwhasoo page on Tmall, about 10 times the usual number of visitors.

Following the event, a live commerce broadcast selling Sulwhasoo's signature products was held together with famous Chinese wanghong Wei Ya. Products such as Sulwhasoo Perfecting Cushion, Jaum 2 types, Yeyoon Pack, and Jinsul 2 types were sold, with up to 26 million viewers tuning in.

Sulwhasoo entered the Chinese market in 2011 and is continuing to expand its online presence in line with the rapid growth of the Chinese digital market. In the first half of this year, the brand showcased its representative products during China's largest online shopping event, 6.18.

This content was produced with the assistance of AI translation services.