beautiful tenacity

  • sulloc plants tea 1950~1979
  • yesterday and today 1979~2004
  • the dream of sulloc 2005~present

sulloc plants tea 1950~1979

when amorepacific was gaining reputation as a cosmetic company in the 1960s, founding chairman suh sung-hwan began to have a question in his heart while traveling abroad to explore overseas markets. “why did korea’s tea culture disappear when every nation in the world cherishes a unique tea culture of their own?”

with the faith to revive korea’s tea culture, amorepacific started the green tea business. with his unique affection in tea, chairman suh sung-hwan began reclaiming deserted lands against everyone’s skepticism and opposition. after visiting various tea field sites to cultivate quality green tea, he chose jeju-do because it had the best conditions. jeju-do was also the place that cherished the spirit of kim jeong hee who loved green tea. starting with dosoon tea field about halfway up the halla mountain, he reclaimed several tea fields, including seogwang tea field and hannam tea field.

deserted lands covered with pebbles and rocks were reborn as green-filled tea fields by a company’s beautiful tenacity. when most korean homes served instant coffee instead of a good cup of tea to guests, there was a company that hoped to share the fact that green tea is a beneficial beverage and to contribute to restoring valuable traditions of korea.

sulloc plants tea 1950~1979