The Face of Korea From The 50's To The Present
Summary
‘Yuhaeng-Hwajang Exhibition’ tells the story of Amorepacific’s 79 years of experience with Korean women’s makeup culture. In this exhibition.
Visitors can experience a variety of makeup that reflects the changing image of women and trends over the year, including figures and makeup
from different eras recreated by generative AI.
Amorepacific’s various archives, and current trends. We hope that the exhibition of
‘Yuhaeng-Hwajang’ from the 1950s to the present will inspire people to discover their unique beauty and love themselves more deeply.
Amorepacific’s various archives, and current trends. We hope that the exhibition of
‘Yuhaeng-Hwajang’ from the 1950s to the present will inspire people to discover their unique beauty and love themselves more deeply.
Concept
We wanted to create a space where visitors could feel and experience Amorepacific’s heritage — from the past to the present.
Encountering characters from earlier generations brought to life through new AI technology, and stepping into an extraordinary world behind the curtains, evokes both familiarity for today’s twenty-somethings and nostalgia for their mothers who lived through those times.
Here, visitors can experience Amorepacific’s evolving makeup culture and trends in a space that feels like a time-travel journey — all at a single glance.
Concept
We wanted to create a space where visitors could feel and experience Amorepacific’s heritage — from the past to the present.
Encountering characters from earlier generations brought to life through new AI technology, and stepping into an extraordinary world behind the curtains, evokes both familiarity for today’s twenty-somethings and nostalgia for their mothers who lived through those times.
Here, visitors can experience Amorepacific’s evolving makeup culture and trends in a space that feels like a time-travel journey — all at a single glance.
AI – Ideation
In this AI gallery utilizing generative AI, we sought to tell stories that explore self-expression, happiness, and the interwoven lives of the past and present.
We wanted to share the cherished memories of a beloved era with those who have lived through beautiful and radiant times.
To the beloved you who are living
The beauty of days that cannot return has been reimagined through generative AI — capturing the radiant moments of women who shared those times with Amorepacific.
The three characters featured in the exhibition represent the spirit of their respective eras, each named after common female names of the time. Their stories, locations, and everyday situations were created based on extensive research to evoke the feeling of authentic, lived narratives. By blending Amorepacific’s beauty heritage with modern generative AI technology, we created virtual portraits that bridge the past and present — capturing fleeting moments from times we can no longer revisit.
Beginning with makeup trends that reflect each era, the exhibition evokes memories and emotions from those years, celebrating the beauty and radiance of life itself. We dedicate this story to you — to those who continue to live with love, treasuring their memories.
*The characters, events, and locations in this exhibition are fictional, created through Midjourney.*
The three characters featured in the exhibition represent the spirit of their respective eras, each named after common female names of the time. Their stories, locations, and everyday situations were created based on extensive research to evoke the feeling of authentic, lived narratives. By blending Amorepacific’s beauty heritage with modern generative AI technology, we created virtual portraits that bridge the past and present — capturing fleeting moments from times we can no longer revisit.
Beginning with makeup trends that reflect each era, the exhibition evokes memories and emotions from those years, celebrating the beauty and radiance of life itself. We dedicate this story to you — to those who continue to live with love, treasuring their memories.
*The characters, events, and locations in this exhibition are fictional, created through Midjourney.*
AI – Character
Fresh-looking eyes, vibrant lips, and a sculpted, three-dimensional face…
A transformation from the traditional image of a Korean housewife to a more Western-inspired look.
KIM YoungJa
Kim Young-Ja spent her twenties in the 1960s — strolling through the bustling streets of Jongno and Euljiro, enjoying summer days along the Han River.
After her wedding, she took a taxi to Bukak Skyway for her honeymoon, creating memories filled with love and life.
In the 1960s, makeup trends emphasized defining the outer corners of the eyes with eyeliner and lifting the lashes with mascara to create a fresh, bold look. For the complexion, Pacific’s *Coti Face Powder* was beloved for its ability to make the skin appear fair and flawless.
In the 1960s, makeup trends emphasized defining the outer corners of the eyes with eyeliner and lifting the lashes with mascara to create a fresh, bold look. For the complexion, Pacific’s *Coti Face Powder* was beloved for its ability to make the skin appear fair and flawless.
In a world brimming with vibrant colors, women began their journey to discover their own unique hues and beauty —
a generation of women who dared to express themselves.
CHOI MiSuk
Choi Mi-Suk, who spent her twenties in the 1980s, became a theater actress after auditioning for the Extreme Women’s Theater.
As Korean theater flourished in the mid-1980s, Mi-Suk gained fans and received handwritten letters from them — building cherished memories of life and love.
In the 1980s, the advent of color television influenced makeup trends. Pearl-infused blush, vivid red lipstick, and brown-toned eyeshadow were used to express individuality. For lip makeup, Amore’s *Proya Lipstick No.17*, a vibrant red shade applied with a lip brush, created a smooth and defined contour.
In the 1980s, the advent of color television influenced makeup trends. Pearl-infused blush, vivid red lipstick, and brown-toned eyeshadow were used to express individuality. For lip makeup, Amore’s *Proya Lipstick No.17*, a vibrant red shade applied with a lip brush, created a smooth and defined contour.
For Generation X, whose spirit was filled with freedom, the ultimate source of satisfaction was *myself* —
the desire to use only what was good for the skin,
and the pursuit of seeing oneself as the most beautiful version possible.
JEONG JiHye
Jeong Ji-Hye spent her twenties across the late 1990s and early 2000s.
She lived through both the 20th and 21st centuries — taking sticker photos, listening to music on her Walkman, and exploring the digital world through early computers — all while creating unforgettable memories.
In the 1990s, gold-brown tones and deep burgundy lips were in vogue. She outlined her lips with *Primera Lipstick Rich Coffee No.39*, then filled them with *Primera Lipstick Red-Brown Pearl No.437* to achieve a dimensional, sophisticated finish.
In the 1990s, gold-brown tones and deep burgundy lips were in vogue. She outlined her lips with *Primera Lipstick Rich Coffee No.39*, then filled them with *Primera Lipstick Red-Brown Pearl No.437* to achieve a dimensional, sophisticated finish.
“Connecting the past and the
present, the present and the
future — what face do you love?”
present, the present and the
future — what face do you love?”
As you pull back the curtains, it feels as if you’ve traveled back to the 1980s —
entering a home from that era filled with nostalgic music and atmosphere.
Retro-patterned walls, floral jacquard curtains, and vintage accessories recreate the warmth of a time long past.
Within this 1980s-inspired space, visitors can try on the fashions and accessories of the decade, hanging neatly from lacquered cabinets, and experience the feeling of walking through a moment in history.
On a nearby table, the *Trend Makeup* display showcases Amorepacific’s evolving makeup culture — from original vintage beauty magazines of the 1960s to today’s publications — offering a bridge between past and present.
On one wall, AI-reconstructed portraits reveal makeup looks inspired by perfumes and beauty trends from the 1970s to the 2000s, accompanied by key visual motifs and keywords from each decade. Together, they present a vivid timeline of Korea’s makeup history — a story of beauty evolving through the ages.
Within this 1980s-inspired space, visitors can try on the fashions and accessories of the decade, hanging neatly from lacquered cabinets, and experience the feeling of walking through a moment in history.
On a nearby table, the *Trend Makeup* display showcases Amorepacific’s evolving makeup culture — from original vintage beauty magazines of the 1960s to today’s publications — offering a bridge between past and present.
On one wall, AI-reconstructed portraits reveal makeup looks inspired by perfumes and beauty trends from the 1970s to the 2000s, accompanied by key visual motifs and keywords from each decade. Together, they present a vivid timeline of Korea’s makeup history — a story of beauty evolving through the ages.
A cabinet displays original Amorepacific archive products from the 1950s to today, including furniture once used at the Pacific Water Plant
and historical products from Sulwhasoo, Hera, Laneige, and Innisfree — tracing the journey of Amorepacific’s design and innovation over the decades.
Throughout the space, products are naturally integrated into the exhibition, allowing visitors to experience Amorepacific’s evolution firsthand.
If one space represents the past — such as the 1980s room — another connects to the present, the space of 2024.
This area includes a *reference zone* featuring academic resources from the Amorepacific Foundation and materials on beauty trends and techniques,
as well as an *interactive zone* where visitors can experiment with makeup directly on character illustrations.
In the final section, surrounded by deep red walls and models’ makeup looks, visitors are invited to discover another side of themselves —
a moment where makeup and life blend.
This space proposes a more special version of today — a reminder that even within everyday life, every moment can hold beauty and meaning.
Here, visitors can experience Amorepacific’s latest products and contemporary makeup trends.
Finally, as you face your own reflection, you exit the exhibition space.
This fashion and beauty exhibition was presented as part of the 2024 Nodul Island Invitation Exhibition,
co-organized by the **Seoul Cultural Foundation** and the Amorepacific Foundation.
- Amorepacific Creatives
- Space Design
- 현영훈
- VMD
- 고은영, 김혜원
- Visual Design
- 여유미, 양은지, 황수진, 남승원
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