Seoul. The name alone sounds like something special. Three vowels appearing one after the other in a five-letter word – a city like this must have an extraordinary soul. But before you explore the South Korean metropolis and its population of ten million people, you are first met with its impressive exterior: centuries-old temples next to futuristic skyscrapers interwoven with the Han River, its parks and promenades, and surrounded by mountains. A truly great location for the pivotal role that Seoul plays in Asia. The city is considered one of the most dynamic business centres on the continent. It is home to powerful international corporations such as Samsung, LG and Hyundai, and is also the heart of the South Korean start-up scene.

State-of-the-art technology and tradition, the power of a storied history and the determination to innovate – this is the exact combination that also defines Wellendorff. And so, we are delighted that a Wellendorff boutique opened its doors in Seoul in June 2025. It is located in the prestigious Galleria Luxury Hall in the affluent Gangnam district, a place known for its unique fashion and shopping culture. Luxury stores from world-famous brands stretch out one after the other and are set against a backdrop of exclusive residential complexes, wide shopping streets and an abundance of beauty clinics. Here, a stylish lifestyle is the measure of all things. Once a poor neighbourhood in the 1960s, Gangnam has become one of the most expensive and modern places in Seoul – the “Beverly Hills of Korea”, as many say.

A fitting place for Wellendorff, as the opening of the boutique in the Galleria Luxury Hall demonstrates the appeal the brand has already garnered in Seoul. Over 30 photographers and media representatives attended the event. A number of A-list celebrities and influencers also made an appearance. Actress Kim Hee-ae was the first to arrive. Her profound and nuanced performance in the film “A Normal Family”, which became an audience favourite at the Palm Springs International Film Festival in 2024, is truly impressive. The actor and artist Ha Jung-woo didn't miss out on the event either. His films have already attracted over 100 million viewers to cinemas. Even the younger generation seems to have opened their hearts to Wellendorff. Yook Sung-jae, aka Sungjae, was the biggest star on the red carpet. A pop singer, presenter, and prolific actor, he is the idol of his generation. The punctuality and professionalism displayed by all these A-list celebrities was impressive.

Prima ballerina Kang Sue-jin is a remarkable example of someone who embodies a deep respect for the audience, a passion for her profession and unwavering discipline. She was also one of the illustrious guests who attended the Wellendorff boutique opening. While her performances at the Stuttgart Ballet captivated audiences for years, it was a photo of her feet–damaged by decades of training–that sparked global recognition and admiration. Appearing on a talk show, it soon spread among Koreans as a symbol of discipline and dedication to art. “We have to train every day to be good,” she says. “Every single day! It was immediately noticeable if I didn't train for a day. I was mercilessly penalised because my performance was no longer perfect.”

Christoph Wellendorff has known and admired Kang Sue-jin for decades. “She is a shining star of the Stuttgart ballet scene and world-renowned for good reason. I am particularly proud that this extraordinary artist appreciates the Wellendorff brand so much and is honouring us with her presence at the opening of our boutique in Seoul.” Kang Sue-jin is happy to return this praise: “I know Wellendorff from my time in Stuttgart, the city where I worked and lived for 
30 years. I used to see Wellendorff, its lettering and jewellery almost every day on Königsstraße. That's why I'm all the more delighted that 
Wellendorff is coming to Korea. For me, Wellendorff jewellery carries an intrinsic value that you can sense when you touch it. It's in that moment that I feel the soul of Wellendorff.” Kang Sue-jin has long treasured one piece above all: the rope. “It's like silk on my skin. It's the perfect piece of jewellery for every day, and yet it makes me feel special.” For Kang Sue-jin, the Wellendorff philosophy FROM LOVE. THE BEST. fully encapsulates her work as a ballerina. “I have to love dance and challenge myself every day. We need this discipline to be successful. And this certainly applies when it comes to the precision required for Wellendorff jewellery.”

When people like Kang Sue-jin talk about their passion, they always reveal a little bit about the type of society they grew up in; they always offer a glimpse into their innermost selves. To better understand the Koreans and the Korean soul, a short visit back in time will help. Korea has always been a bone of contention for stronger powers, not least because of its geopolitical position as a peninsula. From 1910 to 1945, the country was under Japanese colonial rule. After the Second World War, Korea was divided into two occupation zones, which ultimately led to the establishment of the Democratic People's Republic of Korea (North Korea) and the Republic of Korea (South Korea). The Korean War broke out in 1950 and lasted until 1953, leaving the country in a state of permanent division. Just half an hour's drive from Seoul is the border with North Korea, a country with threatening weapons and an unpredictable President, Kim Jong-un.

This state of permanent external control and threat has also shaped the character of the people in South Korea and has allowed them to develop capabilities that have seen the country rise to become one of the largest and most innovative economic powers in the world. Eunji Lim, the manager of the new Wellendorff boutique in Seoul, describes this capability as follows: “When someone asks me what makes us South Koreans so special, I always say: our resilience!”

Christoph Wellendorff is also impressed by this strong resilience and particular determination, and for him it is an important factor in favour of making South Korea a new target for expansion: “People here see change as an opportunity, not as a threat. Even failure is seen as an opportunity to earn more money in the future with a new business idea or a new job. This attitude inspires me.” He also observed something else. “Successful people in South Korea abandoned the idea of showing off their wealth and social status to the outside world a long time ago. Those days of not having a big enough brand name emblazoned on a belt, bag or T-shirt are behind them.” South Korea's upper class is now a lot more sophisticated. “Now people are focusing on materials, quality and precision. And that is what Wellendorff stands for.” Customers already own pieces of jewellery from all the mainstream brands, and now they want something special. "That's why Wellendorff always arrives later than others in every market. Once brands become saturated, customers start to look for something very special. And we are benefiting from this in the USA, Japan, China and now in Korea.”

At the boutique opening, Christoph Wellendorff drew attention to the people and professions that only achieve perfection and the highest level of excellence when they approach and accomplish their task with love. “I expect a top chef, a winemaker and even a good doctor to not only do their job, but to also invest love and dedication into the quality of their products with every action they take, decision they make and moment that passes. Furthermore, I don't ever expect someone to give up, even in the face of seemingly impossible tasks. That's what makes a result unique.” And so, this is how the philosophies of the South Koreans and Wellendorff complement each other perfectly: the most beautiful things, made possible through discipline – FROM LOVE. THE BEST.