APEC CEO Summit: K-Beauty Pavilion by AMOREPACIFIC
Summary
Amorepacific operated a K-Beauty Pavilion under the theme of “Innovation” as a side event of the APEC CEO Summit, held at Hwangnyongwon in Gyeongju.
This event offered global CEOs and their spouses an opportunity to directly experience Korea’s beauty innovations during the APEC Summit period.
The K-Beauty Pavilion was designed to showcase Amorepacific’s leading brands, highlighting their cutting-edge research technologies, ingredients, and brand heritage.
In line with the overarching theme of “Innovation,” the pavilion space was designed around three key experiences:
HERA’s Custom Match station, a beauty device demonstration zone from makeON, and Sulwhasoo’s ginseng research content.
Following the guidelines of the general agency, we structured the program based on the number of participants per group and visit frequency.
In particular, to ensure a stable production process for the Custom Match experience, the stay duration was set to 40 minutes.
To enrich this intensive 40-minute experience, we also operated the OSULLOC Matcha Station and the “Science-Powered Skincare Solutions” zone.
This event was made possible through the collaboration of about 50 members, including designers in charge of each participating brand—HERA, Sulwhasoo, and OSULLOC—as well as supporting departments who worked together on spatial design, operation, and communications. Amorepacific’s Creative Center, specifically the Next Space Team, oversaw the overall space development and content planning for the pavilion.
This event was made possible through the collaboration of about 50 members, including designers in charge of each participating brand—HERA, Sulwhasoo, and OSULLOC—as well as supporting departments who worked together on spatial design, operation, and communications. Amorepacific’s Creative Center, specifically the Next Space Team, oversaw the overall space development and content planning for the pavilion.
Final version
The first floor of the Jungdo Tower at Hwangnyongwon in Gyeongju is accessed through a long hallway with elevators.
Given the limited visibility from the building’s entrance to the Amorepacific area, the space was designed so that
the first scene visitors encounter features the large Amorepacific logo alongside the HERA Custom Match zone.
Given the limited visibility from the building’s entrance to the Amorepacific area, the space was designed so that
the first scene visitors encounter features the large Amorepacific logo alongside the HERA Custom Match zone.
Before experiencing the program, visitors begin their journey by watching a brand film on a large screen that traces Amorepacific’s 80-year legacy.
The film showcases the stories of Amorepacific’s diverse brands and highlights ‘innovation’—the core DNA of K-beauty.
The film showcases the stories of Amorepacific’s diverse brands and highlights ‘innovation’—the core DNA of K-beauty.
[Amorepacific 80th Anniversary Brand Film]
https://www.youtube.com/watch?v=S78jjljhmmw
https://www.youtube.com/watch?v=S78jjljhmmw
HERA
HERA
Through its custom match service featuring 205 foundation shades and 317 lip colors, Hera delicately captured a wide range of global skin tones and personal expressions—offering an experience where everyone could showcase their own unique beauty.
Based on skin tone analysis technology, custom foundations and lip products were blended and manufactured on the spot. At the center of the space, a display of Hera Black Cushion products was arranged to highlight the heritage of having developed the world’s first cushion foundation.
Based on skin tone analysis technology, custom foundations and lip products were blended and manufactured on the spot. At the center of the space, a display of Hera Black Cushion products was arranged to highlight the heritage of having developed the world’s first cushion foundation.
Sulwhasoo
Sulwhasoo
Sulwhasoo introduced its brand through the story of ginseng research, which dates back to the 1960s, and its philosophy of Skin Longevity.
Visitors had the opportunity to experience iconic products such as the Concentrated Ginseng Renewing Cream, and to deepen their understanding of Sulwhasoo’s heritage ingredient—ginseng—through a hands-on class where they created their own ginseng bath treatment.
Visitors had the opportunity to experience iconic products such as the Concentrated Ginseng Renewing Cream, and to deepen their understanding of Sulwhasoo’s heritage ingredient—ginseng—through a hands-on class where they created their own ginseng bath treatment.
OSULLOC
OSULLOC
OSULLOC operated a Matcha Station where visitors could freshly blend matcha themselves and enjoy a tasting experience featuring a variety of matcha beverages.
By showcasing its end‑to‑end quality management process—from tea cultivation to product development—OSULLOC highlighted its leadership in matcha and its deep-rooted green tea heritage.
By showcasing its end‑to‑end quality management process—from tea cultivation to product development—OSULLOC highlighted its leadership in matcha and its deep-rooted green tea heritage.
Science-Powered Skincare Solutions
Science-Powered Skincare Solutions
At the Science-Powered Skincare Solutions zone, visitors were able to explore how Amorepacific has driven innovation in global beauty routines, grounded in over 70 years of skin science research.
The exhibit introduced pioneering brands and their technologies, such as: LANEIGE, which created the Sleeping Beauty category, AESTURA and COSRX, leading names in global derma beauty, IOPE, offering high-performance clinical-level skincare, and makeON, a brand that has been innovating beauty devices for over a decade.
The showcase also highlighted Amorepacific’s R&I (Research & Innovation) projects, which have won CES Innovation Awards for six consecutive years, further demonstrating the brand’s leadership and forward-thinking approach in K-beauty innovation.
The exhibit introduced pioneering brands and their technologies, such as: LANEIGE, which created the Sleeping Beauty category, AESTURA and COSRX, leading names in global derma beauty, IOPE, offering high-performance clinical-level skincare, and makeON, a brand that has been innovating beauty devices for over a decade.
The showcase also highlighted Amorepacific’s R&I (Research & Innovation) projects, which have won CES Innovation Awards for six consecutive years, further demonstrating the brand’s leadership and forward-thinking approach in K-beauty innovation.
For the past 80 years, guided by the belief that everyone possesses their own unique beauty—regardless of region, language, or gender—Amorepacific has continuously expanded the boundaries of beauty.
Now, through innovations spanning skin science, emotion, and lifestyle, we are poised to transcend traditional limits and deliver a timeless New Beauty to customers around the world.
- Amorepacific Creatives
- Space Director
- Heo Jungwon, Heo Yuseok,
Ko Jeongsu, Hyun Younghun - Operation Director
- Han Donghun, Kim Yeonju,
Oh Seungho, Min Geunhong - Communications
- Jeong Ahyun, Hong Myunghyun,
Kim Hyesu - Public Relations
- Park Yoonjin, Kang Jiseon,
Lee Changkon - HERA
- In Jeehyo, Choi Hyunsik, Shin Jiwan
- Chung Keypeum, Oh Nahyeon, Kim Soyeon
- In Jeehyo, Choi Hyunsik,
- Shin Jiwan, Chung Keypeum,
- Oh Nahyeon, Kim Soyeon
- HERA Custom Match
- Hyoung Jihye, Choi Ree
- HERA Makeup Show
- Shin Minsu
- Sulwhasoo
- Lee Kyunghwa, Woo Seungmi, Seong Jiwon,
- Bae Yuri, Kim Yeonhee, Jung Younghwa
- Lee Kyunghwa, Woo Seungmi,
- Seong Jiwon, Bae Yuri,
- Kim Yeonhee, Jung Younghwa
- OSULLOC
- Park Hyunmin, Park Jiwon, Park Minju,
- Jeon Jihye, Hwang Bohee, Lee Sunmin
- Park Hyunmin, Park Jiwon,
- Park Minju, Jeon Jihye,
- Hwang Bohee, Lee Sunmin
- makeon
- Byun Sungup, Lee Goeun
- IOPE
- Kang Rami, Shin Bomi,
Wu Hosuk, Jeon Jiyoung - LANEIGE
- Park Herena, Lee Wookyung
- AESTURA
- Choi Minyoung, Seo Yejin
- COSRX
- Mun Jeonghyeon, Kang Ayeong,
Na Huiyeong - R&I
- Park Jonghee, Goh Myeongjin
- AI Solutions
- Kim Sangsu
- Photo Provided by
- Public Relations Team
