SHIRO Opens Its Third Store at Lotte Department Store in Myeongdong, Seoul

SHIRO Opens Its Third Store in South Korea

On March 17, 2026, SHIRO will launch its third store in South Korea, titled "SHIRO LOTTE DEPARTMENT STORE MYEONGDONG," located on the basement level of Lotte Department Store, situated in the bustling heart of Myeongdong, Seoul. This area is vibrant with people and rich in history, making it an ideal location for SHIRO’s innovative approach to cosmetics and fragrance.

The store's design reflects SHIRO's commitment to sustainability and cultural heritage, prominently featuring upcycled poajagi, traditional Korean wrapping cloths, to create unique fixtures that tell a story. Myeongdong is not just a shopping haven; it's also close to Namdaemun Market, a historical site renowned for its traditional atmosphere where visitors can experience authentic Korean culture and craftsmanship.

SHIRO embraces this duality of modern versatility and rich cultural tradition. The concept of poajagi revolves around "wrapping" — akin to the Japanese furoshiki — representing not just functionality but also the cultural emphasis on utilization and recycling. The poajagi culture serves as inspiration for the store's interior design, symbolizing SHIRO’s mission to connect history and future through innovative cosmetic solutions.

The incorporation of poajagi into the shop's fixtures involves the meticulous arrangement of fabric remnants, allowing a piece of histo-ry to be artistically reimagined. This assembly of fabrics and visuals embodies a commitment to sustainability while celebrating the heritage of Korean artistry. Each layer represents not just beauty, but also the continuation of traditions, wrapping SHIRO’s essence in layers of narrative and craftsmanship.

In addition to its unique ambiance, the SHIRO LOTTE DEPARTMENT STORE MYEONGDONG will introduce a special line of fragrances available exclusively at the store. Known as the Layering Fragrance Collection, this line consists of five new perfumes created from a blend of traditional Korean scents. Customers can expect to experience fragrances that blend fresh lilies, soapy scents, and delightful fig notes, catering to a more personalized scent journey.

The layering of scents encourages customers to find their own signature fragrance, promoting a deeper connection between self-exploration and olfactory identity. To enhance this experience, the store will offer an interactive scent diagnosis, allowing shoppers to intuitively choose fragrance elements that resonate with them.

SHIRO’s approach to fragrance is shifting towards a more experiential retail format, inviting shoppers not just to purchase but to explore and discover scents that embody their personality. This signifies SHIRO's devotion to ensuring that every encounter with their products is meaningful and enriching, aimed at delivering joy to customers in the process.

SHIRO continues to evolve, seamlessly merging tradition with modern consumer expectations. With its third store in Myeongdong, the brand also aims to foster a sense of community and cultural appreciation through its products and store ambiance. As SHIRO builds on the concept of wrapping – both in poajagi and product experience – it invites customers to engage in a space filled with heritage, creativity, and personal expression.

As we look forward to the grand opening in March 2026, there’s an excitement surrounding the offer of not just beauty products, but also the heart of a culture that thrives on connection and history. This spring, may SHIRO bring a touch of happiness and a sense of 福 (Fuku), or fortune, to its customers as they step into the new store, ready to explore the beautiful offerings of fragrance and traditional artistry wrapped in modern aesthetics.