#South Korea #SHIRO #Pyeongchon #Korean Paper

SHIRO Launches New Store in Pyeongchon

On June 23, 2026, the renowned Japanese cosmetic brand SHIRO will inaugurate its fourth location in South Korea. Nestled on the first floor of the Lotte Department Store in Pyeongchon, this new outlet seeks to enrich the daily lives of its local community through a range of high-quality products including skincare, makeup, fragrances, and home items.

Pyeongchon, located near Seoul, is recognized as an elegant suburb where individuals appreciate a healthy and thoughtful lifestyle. The store is designed as a convenient space where residents can easily stop by to discover products that enhance their everyday routines.

Commitment to Sustainability and Local Culture

Since the opening of its first store in Seongsu, South Korea in April 2025, SHIRO has committed to deepening its understanding of Korean culture while expanding its footprint beyond Seoul. Each new store opens with a mission to incorporate elements of local tradition into its design and product offerings. The discovery of hanji (traditional Korean paper) in the Bukchon area, known for its preserved hanok (traditional Korean houses), inspired this latest initiative.

Hanji is not merely a form of paper; it embodies strength, breathability, and insulation, qualities that historically rendered it indispensable in Korean households. However, with modernization, the demand for hanji has diminished. During visits to artisans in Jeonju, SHIRO learned vital insights about the paper’s crafting process and the significance of using it in furniture finishing. Drawing parallels between Korean artisans’ call to preserve tradition through utility and SHIRO's founding ethos, they now envision incorporating hanji as a central material in their new store’s design.

Crafting with Hanji

The craftsmanship behind hanji is remarkable. Known as “baekji” (or “hundred papers”), it refers to the detailed labor—99 meticulous steps prior to the final use by the consumer. The process begins with harvesting the bark of the mulberry tree, followed by extensive manual crafting to purify the material before beautiful, blank sheets of paper emerge. This dedication showcases profound respect for nature, as well as the artisans' unwavering patience.

After being dyed with plant materials derived from the magnolia tree, the hanji not only gains enhanced strength but also a stunning beauty that matures into a rich amber hue over time. SHIRO is directly involved in the hanji crafting process, merging the traditional techniques with modern needs. By carefully layering torn fibers and highlighting the raw characteristics of the material, they create unique designs that celebrate both strength and artistry.

Utilizing Natural Resources

Amid today’s push for sustainability, SHIRO also incorporates otherwise discarded materials into their operations. The wood cores left over from hanji production, originally deemed waste, are creatively utilized in their store designs. Known for being lightweight yet remarkably durable, these wood cores also function as natural filters for humidity and odors.

The surfaces boast an organic texture that reflects the unique character of natural wood, artfully integrated into the store’s aesthetics without adhesives. This holistic approach pays homage to the artistry of traditional Korean craftsmanship while adhering to SHIRO's sustainable ethos.

A Responsible Approach to Design

The design of the Pyeongchon store aims to minimize waste, striving to use recycled materials whenever possible. Hiroyuki Ogura, the space designer from DRAWERS, emphasizes the importance of beauty paired with practicality in creating spaces that resonate with responsibility. SHIRO’s mission extends beyond simply offering wonderful products to include a commitment to making thoughtful choices about materials and the environments in which they operate.

SHIRO invites visitors to experience their new store where tradition meets innovation. The space will reflect the harmony of local culture, sustainable practices, and the brand's ethos of crafting items that people will cherish in their everyday lives. Join SHIRO in this exciting new chapter on June 23, 2026, at the Lotte Department Store in Pyeongchon.

For more details, visit their official site: SHIRO.

Store Information

• - Store Name: SHIRO LOTTE DEPARTMENT STORE PYEONGCHON
• - Opening Date: June 23, 2026
• - Address: 1st Floor, Lotte Department Store, 180 City Hall Road, Dong-an District, Anyang City, Gyeonggi Province, South Korea
• - Hours: Mon - Thu: 10:30 AM - 8:00 PM; Fri - Sun: 10:30 AM - 8:30 PM

About SHIRO

Founded under the fundamental belief of creating daily essentials, SHIRO continues to pioneer in ethical practices while delivering natural beauty products across the globe, including Japan, South Korea, Taiwan, Hong Kong, and the U.S.