Villa Soohyang

“Itaewon 565” and “Gangnam 8” aren’t just streets, but perfumes by Villa Soohyang. Taking inspiration from Seoul’s hottest districts, the names of select perfumes make it clear that Soohyang is based in Seoul, and proud of it. The perfume brand first started as a humble boutique on a small Itaewon side street, but as it quickly gained popularity, Soohyang renovated an old house in Sinsa-dong and named it Villa Soohyang. Products include candles, diffusers, and room sprays, which are all packed in pink boxes that contrast with the blue moody cement interiors of the villa. Wander into Villa Soohyang for a fragrant and aesthetic experience—you’ll leave smelling and feeling luxurious.