New store opening at Shinsegae Duty Free, Myeong-dong
On May 2, we opened another space in the heart of Seoul, Myeong-dong. Our presence in Shinsegae Duty Free Myeong-dong isn’t just about expanding into new channels, it's a new way to connect with global travelers through scent. Right before takeoff, when anticipation is at its peak, we wanted to offer something to remember. We created this space to become a part of that moment, to gift a sensory memory at the very start of a journey.
CULT JOURNAL VOL.02
“We were born in Korea, but we aren’t attached to it” Pouring red over white porcelain BORNTOSTANDOUT was born in Korea. But that isn’t just a geographic starting point. It’s a cultural root that shaped our voice, our attitude, our perspective, and our tension. Still, we don’t follow Korean aesthetics by the book. There is undeniable beauty in Korean culture.
The elegance of empty space. The discipline of restraint. The quiet order. The symmetry. The serenity. We respect that beauty.
But we’ve also seen what lies beneath: suppression, unspoken rules, the pressure to conform, the expectation of sameness. So we ask: Does beauty have to be quiet? Do emotions need to be hidden to be considered elegant? Is something only good if it fits everyone? So we poured crimson red all over white porcelain. We layered rebellion over refinement. We placed desire over order. The identity of BORNTOSTANDOUT is the coexistence of reverence and defiance. We add sensory noise to serene beauty. We tilt modern angles onto traditional porcelain curves. We reinterpret it all through scent. That’s why we don’t call ourselves a “Korean perfume brand.” Not because it’s wrong, but because it only tells a fraction of the story. Yes, we were born in Korea. But we exist for everyone around the world who feels the thrill of rebellion. Suppressed emotions. Hidden desires. Things that don’t make sense, but feel like you. That’s the story we tell through scent. We don’t imitate Korea or its heritage. We write our own sentences in the language of Korea. We never abandon our roots, but we don’t let them hold us back either. And so, our scents feel both unfamiliar and strangely familiar. Because somewhere inside you, the same rupture exists. Some may say, “I don’t get it.” But you just might find yourself saying, “It’s strange... but somehow, this feels like me.”
Two new spaces in Seoul & CULT JOURNAL VOL.2
Second BORNTOSTANDOUT flagship store in Samcheong-dong
BORNTOSTANDOUT’s second flagship store is opening in Samcheong-dong on June 1. Starting May 16, we’ll begin a quiet soft opening. The space isn’t fully complete just yet, and some parts may still be under construction. But because we couldn’t wait one more day to meet you, we’ve decided to open the doors just as it is, unfinished, but full of intention. It may be incomplete for now, but even that feels beautiful to us. And more than anything, we want you to witness the journey of becoming complete, together with us. This flagship is not just another retail space. It’s a physical manifestation of everything we believe in. Located between Gyeongbokgung Palace and the National Museum of Modern and Contemporary Art, in one of Seoul’s most culturally rich districts, the store sits precisely where tradition meets rebellion. Here, Korean aesthetics are wildly reinterpreted through a contemporary lens. We’ve built a space that reflects our philosophy, questioning norms, rewriting rules, and refusing to settle for the expected. This is a space for inspiration. A tribute to time, where the past, present, and future converge. It’s a collision of traditional artistry and modern imagination. Like our fragrances, the store invites you to step into the unexpected and let go of the familiar. The Samcheong-dong flagship store will be open daily from 11:00 to 20:00, starting May 16. We officially extend this inviation to you, to this place where tradition and rebellion coexist. We hope you'll bring your senses, your presence, and your perspective.