First New York. Now Tokyo.
We're thrilled to announce that DOAEL will be holding a pop-up event in Shibuya, Tokyo, from July 29 to August 4, 2026! The event will be hosted by Seongsu Japan, an agency specializing in bringing Korean brands to Japanese consumers. For one full week, we'll be meeting Japanese customers face-to-face for the very first time.
Why Japan?
Because Japan Already Knows Yulmu!
At the heart of DOAEL is yulmu, a grain grown in Yeoncheon, South Korea. And here's what makes this pop-up even more special: Japan is one of the few places in the world where yulmu needs no introduction.
In Japan, this grain is beloved as hatomugi (ハトムギ). Hatomugi tea is a staple in Japanese households, sipped warm and often, and the ingredient has long been familiar in Japanese skincare culture as well. When we opened our pop-up in SoHo, New York, conversations often began with "What is yulmu?" In Tokyo, we expect them to begin with a familiar "Ah, hatomugi!"
That shared familiarity means we can skip the explanation and go straight to what matters — our philosophy. DOAEL was born from a simple belief: if an ingredient is gentle enough to drink every day, imagine how comforting it can feel on sensitive skin. We have a feeling this idea will resonate deeply with Japanese consumers, who have used and grown familiar with this grain over many generations.
What You'll Find in Shibuya
Visitors to the pop-up can experience both of DOAEL's products in person:
• Yulmu Radiant Clay Mask — a wash-off clay mask made with yulmu from Yeoncheon
• Yulmu Facial Moisturizing Cream — a daily moisturizer formulated for sensitive, reactive skin
Both products are EVE VEGAN certified (France) and hold Korean MFDS functional cosmetic certification. They're vegan, gentle, and formulated with sensitive, reactive skin in mind. Come touch, smell, and feel what yulmu is like on your skin — no purchase necessary, just curiosity.
From Seoul to New York to Tokyo
A year ago, DOAEL was a brand-new name. Since then, we've launched at Hyundai Department Store's Be CLEAN in Seoul, held a pop-up in SoHo, and grown on Amazon US, all carried by one consistent message: skincare gentle enough for even the most sensitive skin.
Tokyo is the next chapter. Two countries, one grain, and a conversation we can't wait to have. We'll be sharing stories, photos, and moments from the pop-up here on the blog and on Instagram throughout the week.
If you happen to be in Tokyo between July 29 and August 4 please, come say hello! We'd love to meet you in Shibuya.
DOAEL Tokyo Pop-up
📅 July 29 (Wed) – August 4 (Tue), 2026
📍 Japan 〒150-0042 Tokyo, Shibuya, Udagawacho, 14−13 Udagawa-cho Building, B1F、1F
🤝 Hosted by Seongsu Japan
