#South Korea #Seoul #SHIRO #Seongsu #THE HYUNDAI SEOUL

SHIRO's Groundbreaking Pop-Up Store in Seoul

On December 11th, 2025, SHIRO will open a remarkable pop-up store at THE HYUNDAI SEOUL, creating an opportunity to connect with Korean customers while promoting sustainability under the motto of "Borrow, Return, Don't Waste." This initiative follows the successful launch of their second store in Korea at LOTTE WORLD MALL on December 9th, expanding the brand's footprint in the region.

SHIRO embraces the significance of understanding the local history and culture when establishing its stores. For the flagship store in Seongsu, extensive research and fieldwork were conducted, and similar efforts were made for the upcoming pop-up store. The process included visits to notable areas, such as Munrae-dong, where the passionate craftsmanship at a metal processing factory inspired SHIRO's innovative approach to store design.

By examining both the waste management systems and local craftsmanship, SHIRO aims to create a store that not only showcases its products but also educates the community about the importance of reusing materials.

Utilizing Waste Materials for a Sustainable Future

The pop-up store will prominently feature materials sourced from local industries, demonstrating SHIRO’s commitment to environmental responsibility.

1. Wood Material: During field research in Euljiro 3-ga, SHIRO discovered surplus wooden packaging and pallets discarded by delivery companies. These wooden materials, which are crucial for shipping, will be repurposed into stock boxes, counters, and furniture in the pop-up store.

2. Steel Scraps: Near the THE HYUNDAI SEOUL, SHIRO sourced steel scraps from a local metal workshop in Munrae-dong. The scraps will find new life as door handles for the stock boxes. By utilizing these remnants, SHIRO honors the original craftsmanship while promoting a circular economy.

3. Paint Cans: SHIRO also discovered unused paint cans from a local painting contractor. These cans contained special paints mixed for specific jobs and will be transformed into legs for furniture, thus minimizing waste. Various colors, including those used in previous SHIRO stores, will be incorporated into the design, creating a highly aesthetic space.

The Vision for Responsibility in Creation

While utilizing waste materials is a primary focus, SHIRO will also incorporate new materials when necessary. For instance, the brand considered shipping old signs from Japan but opted to produce new signage locally to reduce transportation energy costs. All newly added materials are intended for future use in subsequent stores, endorsing SHIRO's zero-waste philosophy.

The layout of the pop-up store will be distinctively minimalistic, constructed from repurposed wooden pallets and paint cans that echo SHIRO’s commitment to sustainability. The space's design, helmed by drawer's Hironobu Ogura, embodies beauty, practicality, and creative responsibility, ensuring that every element is intentional and purposeful.

Launch of Exclusive Scented Products

In conjunction with the opening of the pop-up store, SHIRO will introduce three new products featuring the limited-edition scent of 'Lily of the Valley,' tailored for the Korean market.

• - Lily of the Valley Hand Serum (55g / 36,000 Won): A moisturizing hand serum enriched with jojoba oil and kelp extract for hydration and care of dry skin.
• - Lily of the Valley Body Mist (100mL / 22,000 Won): A refreshing body mist offering a light fragrance, ideal for daily use.
• - Lily of the Valley Eau de Parfum (10mL / 18,000 Won): A mobile-sized fragrance perfect for on-the-go spritzes, boasting a scent duration of approximately 5-6 hours.

These new items will be available exclusively at THE HYUNDAI SEOUL during the event, with plans for wider distribution in SHIRO stores and online platforms afterward.

Conclusion

SHIRO’s pop-up store at THE HYUNDAI SEOUL represents more than just a retail space; it is an embodiment of the brand's sustainable philosophy and community engagement. Targeting a future without waste and emphasizing the importance of creating responsibly sets SHIRO apart as a leader not only in cosmetic products but also in ethical business practices. Join us from December 11th to 17th, 2025, for an immersive experience at THE HYUNDAI SEOUL, featuring innovative designs and exclusive products.