Since its identification and quirky nomenclature earlier in the year, millennial pink is very much still the ‘it’ colour of the moment for all things design and fashion, and isn’t going away anytime soon. Some say it was the retro-kitsch pink of Wes Anderson’s The Grand Budapest Hotel in 2014 which started the obsession, some believe the rose gold iPhone in 2015 was what settled the champagne pink in our hearts, or possibly, it was really the background hue of Drake’s viral hit “Hotline Bling.”
In Korea, it was Soohyang that began to subliminally spread the trend — the South Korean fragrance house based in the trendy Sinsa-dong district that’s been doling out millennial pink candles, premium home fragrances and decorative accessories as early as 2013, even before the rose quartz hue grew in popularity. Dreamed up five years ago, eponymous brand founder Kim Soohyang designed all the graphics and store interiors herself, and was already certain that this light powdery pink was the iconic colour that matched perfectly with the character of a modern fragrance house.
Luckily for all millennial pink addicts in Hong Kong, Soohyang has just opened a pop-up store at Hysan Place’s i.t blue block, decking out a section of the sixth floor in that iconic hue. The pop-up will run through mid-November, after which all the products will be available for retail purchase at i.t blue block.
Kim was always drawn to the power of scents, and particularly the ability to transform spaces through fragrances. “I wanted to try and make people interested in the sense of smell. And, like people who spray perfume, spaces can have their own personalities that can be changed according to specific scents,” she tells us at the Soohyang pop-up store opening.
You’ll be able to buy the entire range of Soohyang’s home products, including 33 different scented candles, diffuser sets, home sprays, car air fresheners, wax tablets and even small accessories like colour-coordinating pink matchboxes and memorabilia — all made in Korea. Scents range from clean and refreshing (“Laundry” and “Raindrops”) to floral (“Cherry Blossom”) to more sensual scents (“Girl’s Neck” and “Kiss Lesson”), as well as more gent-friendly smells such as “New Shoes” and “Suede.” Check out our top five picks below.
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Soohyang’s candles are all non-toxic and made from plant-based fragrances and vegetable wax. They come in three sizes: 200g (45 hours), 120g (22 hours) and 30g minis which come in sets of three assorted candles. Try to get your hands on the limited edition “Hong Kong” candle, specially made for the pop-up store. To give you an idea of what a Hong Kong fragrance can smell like, Kim tells us, “Hong Kong has a very rich past and future; it’s also a mixture of East and West; love and sadness. It’s a place where a combination of opposites exist. When I think of Hong Kong, it reminds me of flowers — very lovely violets, but also very seductive irises, and very spicy clove, and also fresh petitgrain.” There are only 100 pieces made available, so you’ll have to act quick to get your hands on one.
Large 200g candle HK$389; Hong Kong exclusive 120g candle HK$279; 30g candle sets HK$359; single candles HK$139
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To keep your room smelling amazing in the long run, you’ll want a good diffuser set. Soohyang’s signature scent is “Itaewon 565” — a smell reminiscent of the bustling café and bar district in Seoul. Get this diffuser set if you want the same kind of energy and inspiration from the streets. “Itaewon is a very diverse place with people from all over the world,” says Kim. “It’s a breezy district that has a lot of culture and beautiful cafes, so you get a place that’s wild and vibrant but also calm and cultural. I wanted to use a mix of florals to express this particular wild, untamed character.”
Diffuser set HK$589
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The home sprays would be perfect for kitchens or bathrooms and other odorous places, but you can essentially pick up these sleek black and pink bottles for every room, and for any mood, whether refreshing or romantic. There are 16 eclectic scents to choose from, including “Raindrops” for a quiet, introspective day at home; one of Kim’s favourites, “Everyday is like Sunday,” which really does exude the urge to unwind; or “Champagne Supernova,” which just might instil in you the essence of a manic pixie dream girl.
Home sprays HK$489 each
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Of course, you have to keep the car smelling fresh too. This air freshener fits into your car’s A/C and has two scents available, including “Champagne Supernova” and “Sleep Well” — and while the latter doesn’t sound very conducive to being on the road, it certainly smells lovely.
Freshener clip and refills HK$279 each
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And to match with your new Soohyang candle, you’ll need to get this whimsical matchbox (comes in pink or black) to go with the whole aesthetic — and to complete the brand new millennial pink corner of your home.
HK$89 per box
Evelyn Lok
Managing Editor
When not trying out the latest beauty and wellness trends, Evelyn is likely enjoying a perfectly balanced negroni or exploring some of Hong Kong's best new places to eat and drink. At Lifestyle Asia she covers everything from the biggest events in town to interviews with Hong Kong specialists, with topics spanning art, food and drink, health, tech, and travel.
