Dear members of Amorepacific,

Today is a very meaningful day as we gather to celebrate the 71st founding anniversary of Amorepacific.

First, I'd like to thank all our customers without whom none of this would have been possible.

I would also like to express my gratitude to every member of Amorepacific all around the world as we take the journey of beauty together.

My proud Asian Beauty Creators,

We are celebrating the 71st birthday of Amorepacific today.

We, Amorepacific, have dreamed of going out into the big world beyond the Pacific. Our dream is now coming true as we make customers all around the world happy with Asian beauty that only we can create.

It's possible because of our sincere effort, commitment to customers, passion toward innovative technology, dedication to achieving the absolute quality and a sense of responsibility as a corporate citizen.

The whole world is in the midst of change. To be blunt, chaos reigns in politics, economics, society and culture.

But with crisis comes opportunity.

Chance favors the prepared mind and now is the chance to start afresh.

We have a proud history of turning crisis into opportunity.

Nobody can guarantee the future, but everyone can shape the future ahead of them.

Given that we have a great future ahead of us better than the competitiveness we've already built, now is the time for a perfect new start, and exactly the inflection point at which we can ride an upward curve.

Dear members of Amorepacific,

I'd like to say a couple of things about what we must do together to achieve 2025 Vision: that's to become a Great Global Brand Company.

First, we will be a truly Great Company that evokes a sense of wonder through our creative innovations.

Innovation is the story of long and tenacious exploration.

It involves painful, tough challenge.

However, we can only raise ourselves through creative and dynamic innovations.

We must continue to work hard together to make products and services that build up an inimitable beauty of our own.

In this high-tech world defined by the development of artificial intelligence, we must work together beyond time and space and provide customers all around the world with innovative products and purchasing experience through our singular digital strategy so that we can lead innovation in beauty.

And we must understand our business partners and members of our business ecosystem, and work and grow together as a modest and responsible corporate citizen and, at the same time, offer the value of sustainable beauty to customers, local community and society.

By doing so, we will be able to become the Great Global Brand Company that's very much admired by customers all across the world.

Second, we will be the one and only Global Company responding to the desire of people all around the world for Asian beauty.

We are destined to go global.

Though our journey ahead is long and arduous, we must continue the journey to realize our ambitious dream of going global for customers all around the world.

Don't be content with small success, nor get intimidated by the big market.

Though we are seeking to be No.1, it's not just about the size of our business: it’s about how deeply we understand customers around the world and fulfill their needs.

We must do what we’re best at: creating beauty of our own and tapping into the Greater China Region, ASEAN, Asia and North America.

We must explore new market opportunities with in-depth research, challenging spirit and the power of initiative.

This will eventually make us a global beauty company making over 50% of our total revenue from the global market while responding to the world's desire for Asian beauty.

Third, we will be a singular Brand Company offering customers unique and original brand value.

We must boost the global competitiveness of our brands.

The intriguing stories of each of our brands will enhance their original value.

Doing this, however, requires singularity to imprint brands into our customers’ memory.

Through brands of singularity, we must provide original products and customer experience to set new standards of sustainable brand value.

With our five champion brands at the vanguard, we must promote the next generation of global champion brands to have a portfolio of mega brands that represent each category.

With singular brands and enhanced brand portfolio, we will be able to strengthen our presence as a brand company in the global market.

My proudest Asian Beauty Creators,

Today we talked about AP Talent: Creative Master and it's not far from what we are.

We are each Asian Beauty Creators changing the world with the creation of our own beauty.

Creative innovation starts with the belief that everyone can make it.

Try things that no one even could have imagined. You may experience failures on the way, but these will add to your experience.

It's time for you to make stories of beauty.

Fill your given role and never forget that you are the one to bring about innovation.

Now that we’re standing at the inflection point for a fresh new start, let’s take the journey together toward becoming a truly Great Global Brand Company as Asian Beauty Creators.

Let’s continue on with our humble challenge of becoming a Great Global Brand Company. Together, we can.

Thank you.

71st Anniversary Speech_EN.DOCX