Sulwhasoo introduced its fifth-generation store identity in 2018, and while it was positive that the brand had a more upscale feel compared to the fourth-generation, it seemed to be somewhat ineffective in promoting luxury products and anti-aging centered on HERO products compared to competitors. To improve this, the Luxury VMD TFT was launched. On August 16, the first 5.5 generation store was applied to Hankuang Department Store in Beijing, China, and the second store was applied to Zhongyi Department Store in Guangzhou.
