Members of the Amorepacific Group family,
The dawn of 2026 has arrived, and I wish you all a year filled with abundance and joy.

Over the past year, we have driven change together.
Venturing into untapped markets, refining our business structure,
and proclaiming our vision of New Beauty—
these milestones were only possible because we stood united.

We also undertook the necessary task of reorganizing our teams and talent,
setting milestones for the next decade and sharpening our momentum for change.

To my colleagues who have walked beside us on this long journey in pursuit of beauty,
I offer my deepest and most sincere gratitude.
The company carries your dedication in its heart as we forge the road ahead.

Distinguished team members,
The dramatic shifts in customers and markets we have faced in recent years
have now become our new daily reality.

The retail landscape is being reshaped by Amazon and TikTok,
and consumption habits are being reshaped by the ‘Zalpha’ (Z + Alpha) generation.
The ultra-mass market is expanding rapidly as customers seek feel-good value,
craving 'hyper-value' that transcends conventional expectations.
Digital content has now become the primary compass for customers
to determine product value and decide on purchases.

In an era where change is the only constant,
it is paramount that we remain finely tuned to the shifting pulses of consumers and the market.
And the catalyst that makes this possible is, quite simply, speed.

In 2026, let us accelerate the pursuit of these three core strategies:

First, we must revolutionize the way we work.
To respond swiftly to market shifts and unearth new opportunities,
we are redesigning the very foundation of our operations.

This year, we will bolster our data-driven decision-making systems
and pursue a comprehensive AI Transformation (AX) across all marketing processes.
To remain agile and responsive to customer demand,
we will drive innovation in Research & Innovation (R&I) and Supply Chain Management (SCM),
while launching a company-wide project to redefine the working culture of Team AMORE.

This is not merely a change in systems;
it is a fundamental shift in how we decide, execute, and collaborate.
Your active participation in this new endeavor is vital.
Even if it feels unfamiliar at first,
our collective effort to reinvent ourselves will dictate the future of Team AMORE.

Second, we must accelerate our global rebalancing.
The horizon for growth remains the global stage,
and our brand portfolio still holds immense untapped potential for international expansion.

We must move faster in our ‘Pentagon Five’ markets.
Let us actively delve into digital marketing on global platforms like Amazon and TikTok.
Only by scaling our volume through immediate responses to market demand
can we cement our presence in the global beauty landscape.

Third, we must further advance our growth engines as well.
We must lose no time in nurturing the ‘engine products’ of each brand.
Let us seize opportunities in growth categories such as derma, makeup, and hair care,
continuing our legacy of bold new ventures.
Particularly in the high-growth ultra-mass market,
we must expand our influence by delivering unrivaled value through ILLIYOON, Mamonde, and ETUDE.

It is equally crucial to seek out innovative products
that marry customer needs with our technological prowess,
while scaling new growth engines
such as VITALBEAUTIE, OSULLOC, and the beauty device business.

By uniting our courage and wisdom toward these three goals,
Team AMORE will evolve into a future-ready community
that adapts seamlessly to any change the world may bring.

Team AMORE,
2026 is the Year of the Red Horse.

The horse is a creature that blazes new trails.
Sometimes, the most innovative paths are created precisely when we feel we have lost our way.

Let us not be consumed by minor setbacks.
Let us pivot quickly and challenge ourselves once more.
If our direction is clear, let us push forward until that vision becomes a reality.

Opportunity favors the bold.
If you knock loudly, the door opens wide;
if you knock softly, it opens just a sliver.
Let us therefore knock with all our might.

The company will be your steadfast ally, ensuring you can take risks without fear
and grow from the lessons found in failure.

Let us transcend boundaries and limits to create entirely novel beauty experiences,
and venture boldly into the global market.

Just as the K-Beauty we built moved the world,
the New Beauty we create together will once again captivate the hearts of all.

Let us knock on the doors of the future with all our might. Thank you.