AMOREPACIFIC BRAND CHALLENGE 17th BRANDING PROJECT

Corporate May 27, 2026

Winners of the 16th Brand Challenge

Summary

The Amorepacific Brand Challenge, held again this year following last year’s event, marked its 17th edition. This year, the challenge expanded its scope beyond Korea, the United States, and Japan to include Singapore and the United Kingdom, growing into a broader global brand challenge.
As an extension of the Brand Challenge visual identity newly renewed last year, this year’s goal was to maintain the existing branding and establish a consistent identity unique to the Brand Challenge. At the same time, we aimed to incorporate visual elements that university students from newly participating countries could relate to, while highlighting participation benefits such as an invitation to visit the Korean headquarters, in order to encourage broader participation.

What we newly attempted in this project was to directly produce a promotional video using AI, based on the developed key visual. We completed the video through repeated testing in various ways until we were able to achieve the desired mood.

One tip we gained during the production process was to create the video with a green chroma key background from the AI image generation stage when we wanted to composite various effects. By doing so, it became much easier to overlay and composite other graphic elements later on.

We also produced a separate promotional video highlighting the benefits of the Brand Challenge.
The video expressed the special opportunity for participants to visit Seoul through the Brand Challenge,
and we also generated sound that matched the mood of the video using AI to complete the overall piece.

We also developed the website for promoting and applying to the Brand Challenge, ensuring that it maintained a consistent identity aligned with the Brand Challenge branding.

As the participating countries expanded further this year, we wanted to create merchandise that would not be limited to the tastes of any one country, but could be enjoyed and appreciated by university students from various countries. In the process, we discovered that, much like Korea’s “dakku” culture, Japan and the United States also have cultures of creating and decorating scrapbook-like objects. It was interesting to see that although the names and methods differ from country to country, the desire to collect what one loves and decorate it by hand is quite similar.

While looking at cosmetic sample pouches, we suddenly realized that they were similar in size to photo cards. Since each brand’s pouch carries its own beautiful design, we thought that simply collecting them together would be visually appealing in itself. From there, we wondered what it would be like to create a diary filled with cosmetic sample pouches—something that any beauty enthusiast would naturally be drawn to. Thanks to the generous participation of many brands, we were able to include not only sample pouches, but also full-size hero products from some of the brands.

What we paid the most attention to in the composition was the joy of turning each page. To create a sense of anticipation—wondering what might appear next with every page turned—we applied pouch pockets in various layouts across two colors, pink and purple. This allowed each page within the same diary to leave a different impression. We also considered practicality so that the experience would not end with visual enjoyment alone. Usable diary pages were added to the back, while a keycap, which became a symbolic element of this year’s Brand Challenge, was attached to the cover ring as a point detail.

The photocard concept was carried over from the previous Brand Challenge merchandise. Produced in the same size as an actual photocard, the Brand Challenge photocard set includes mini stickers that can be attached to cosmetics or photocards, along with the Brand Challenge’s key visual. Whether on a diary or on other cosmetic products, the stickers can be placed freely, allowing each recipient to decorate them in their own way.

When I was in school, I genuinely loved decorating my diary. I still vividly remember choosing a diary cover I liked and filling the pages with colorful stickers and tape. Because I know the excitement of collecting and decorating the things you truly love, I hope those who receive this merchandise can feel that same sense of joy.

The final product was created by combining several ready-made items and decorating them by hand. Since this was not the kind of work that could simply be outsourced, we completed each piece in-house with the help of our team members, attaching and hanging every element one by one. It was a hands-on process that required a lot of care, but I believe that is what made the merchandise feel all the more heartfelt. I hope those who receive it can feel that sincerity and enjoy it all the more. I would also like to thank everyone who helped along the way!