- Offering an Enhanced Tea Experience with Aromas and Music
- Continues Cultural and Artistic Engagement with Participation in Frieze Seoul

OSULLOC, Korea’s luxury tea brand, has reopened its flagship tearoom, ‘OSULLOC 1979,’ located on the first floor of Amorepacific’s headquarters. The renewed tearoom offers a refined tea-drinking experience that embodies the brand’s commitment to revitalizing Korean tea culture, which it had held since its inception in 1979 when it transformed the barren land of Jeju into lush green tea fields.

The redesigned OSULLOC 1979 is inspired by the concept of ‘Retro Futurism,’ reinterpreting the past, present, and future of OSULLOC through a blend of vertical and horizontal aesthetics and timeless sensibilities. The space’s vertically arranged furniture and a display of the brand’s iconic tin cans dating back to 1979 create a grand and immersive atmosphere. Large speakers deliver a rich, high-quality sound experience. The tearoom’s subtle tea aromas and curated signature playlist further enhance the sensory journey, offering guests a sophisticated experience beyond mere taste.

Visitors can also experience new exclusive menus at OSULLOC 1979. Developed by OSULLOC’s tea masters, the latest offerings include non-alcoholic tea mocktails and premium-grade matcha, meticulously selected from tea leaves cultivated using shaded growing techniques. The ‘1979 Afternoon Tea Set’ showcases a delightful harmony of diverse flavors and gourmet tastes, featuring finger foods and desserts made with ingredients sourced from the mountains, fields, and seas of Jeju. This exquisite set is perfectly paired with OSULLOC’s finest teas.

OSULLOC also continues to establish itself as a cultural and artistic brand. To mark the reopening of ‘OSULLOC 1979,’ the company participated in ‘Frieze Seoul,’ one of the world’s top two art fairs, from September 4 to 7. This marks OSULLOC’s second consecutive year at the event with a F&B pop-up store. The pop-up introduced exclusive menus tailored for the Frieze Art Fair, offering a distinctive brand experience to both domestic and international tea and art enthusiasts.