Outside Korea, Sulwhasoo, one of the beloved and iconic skincare brand with 90-year heritage isn't widely known. To new audiences, it may look like just another skincare brand using ginseng. But behind that ingredient are decades of research, experiments, and artistry — the dedication that makes Sulwhasoo a luxury beauty house.

So instead of Sulwhasoo telling the world about ginseng, we let ginseng tell the world about Sulwhasoo. In I AM GINSENG, the ingredient becomes the narrator, looking back on generations of researchers, handwritten records, and experiments that brought out its potential.