Sociolla transports shoppers to Seoul with immersive K-BeautyLand experience

To celebrate its tenth anniversary, omnichannel beauty retailer Sociolla transformed Jakarta’s Central Park Mall into a slice of Seoul with the launch of K-BeautyLand 2025, an immersive experience running from 1-5 October. The event merged retail innovation with lifestyle escapism, designed to bring the spirit of Korea’s most popular districts to Indonesian beauty enthusiasts.

Held under parent company Social Bella, the initiative reflects Sociolla’s commitment to creating relevant and experiential beauty journeys. The event recreates the ambience of Seoul’s famed neighbourhoods - from the creative vibe of Seongsu to the trend-driven streets of Gangnam and Hongdae - while combining entertainment, shopping, and education in one integrated space.

“Sociolla brings this event to life as a testament to its commitment to creating beauty experiences that stay relevant - and feel right at home in consumers’ everyday lives,” the company said.

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Visitors are invited to explore themed zones such as Hanok House, inspired by Seongsu, which features an installation from AMOREPACIFIC and offers quick pampering sessions with its premium products. In the Gangnam-inspired Skincare District, guests can enjoy skin and UV checks, discover product recommendations, and meet beauty creators in person.

Meanwhile, the Hongdae Makeup District offers touch-ups, personal colour analysis, DIY product customisation, and engraving services - encouraging visitors to experiment and find their perfect look. Completing the experience, the Nam Zen Personal Care District, inspired by Namsan, provides scalp checks, hair styling, and a showcase of personal care and body care lines.

K-BeautyLand integrates Sociolla’s omnichannel strategy with digital convenience. Shoppers can use the SOCO app to create an ID, collect freebies, and enjoy seamless shopping through the click & collect feature. Promotions include up to 90% discounts, buy-one-get-one deals, flash sales, and giveaways worth a total of IDR 500 million (US$30,200).

SOCO members can also redeem beauty blind boxes via digital vending machines using a minimum of 50 SOCO points, blending gamified retail with reward-based engagement.

Marking its first appearance in the country, Korean skincare label SungBoon Editor debuts at the event. Guided by the philosophy “Good ingredient, definite effect, daily usage”, the brand’s name - meaning “raw ingredient” in Korean - embodies its minimalist and intentional approach.

SungBoon Editor has gained recognition as a top slow-ageing brand, with its Green Tomato Pore Lifting Ampoule selling over six million units in Korea and the Deep Collagen Mask ranking first on Amazon US. Each product is formulated with patented hero ingredients such as Green Tomato for pore care, Apple Peel for smoother texture, Collagen for elasticity, and Grape Vita C and Silk Peptide for brightening and skin strengthening - adapted to suit Indonesia’s tropical climate.

For Sociolla, K-BeautyLand 2025 is more than an anniversary celebration - it’s a statement of evolution. By merging technology, retail, and cultural storytelling, the brand continues to shape Indonesia’s beauty landscape while keeping its community of “besties” at the heart of the experience.

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