What’s My ‘Real’ Hashtag?
#Longevity Tips

My days revolve around the ongoing question of what the brand should be saying right now, and how to make sure that message actually lands. As a marketer and as an individual, I’m interested not just in living long but in ‘living well’ and in sharing what I learn about it. So my real hashtag is #Longevity Tips.

Around that hashtag, I’d like to introduce three keywords that capture how I work and how I live. There’s #Vitality = Beauty, about applying the philosophy of VITAL BEAUTIE, Amorepacific’s only health functional food brand, to both work and life. Then #Lifestyle of Inspiration, a way of living that keeps finding new sources of inspiration. And #Creative Routine, about building a beauty that’s uniquely my own through daily habits. Let me share the story of Hyunwoong Jung, VITAL BEAUTIE marketer, through each of these lenses.

How Vitality Becomes Beauty #Vitality = Beauty

The VITAL BEAUTIE MC Team shapes brand messaging across advertising, campaigns, content, promotions, and collaborations, and our role extends to thinking through how consumers actually receive the brand in the marketplace. That said, there’s something we’re especially mindful of when planning our communications approach. VITAL BEAUTIE’s philosophy centers on the idea that ‘Vitality can become Beauty,’ not on simply being a health brand. So rather than stopping at communicating product features, we focus on expressing, in consumer-friendly terms, the idea that physical vitality and inner well-being ultimately lead to beauty.

I think these days, living well in good health for a long time matters more than simply living long. VITAL BEAUTIE is the brand that best embodies ‘holistic longevity,’ the belief that a healthy state built from within, through physical condition and vitality, naturally finds expression in radiant skin, a vibrant presence, and true beauty.

VITAL BEAUTIE is also deeply woven into my own daily life. SUPER Cica B5, with its high-concentration formula of ceramides and pantothenic acid, is my go-to soothing pick. Typical topical ceramide products have large molecular structures that make deep skin absorption difficult, but the advantage of an ingestible ceramide is that it can be replenished through the bloodstream. Best of all, the lemon yogurt flavor makes it a pleasure to take, so I’ve made it a daily routine: two sachets a day, one in the morning when I get to the office and one in the afternoon when my energy starts to dip. Add some sparkling water and a squeeze of lemon, and you get a lovely glass of lemonade. It’s a small habit, but one that makes a real difference to how I feel throughout the day.

A Lifestyle That Keeps Accumulating Inspiration #Lifestyle_of_Inspiration

Have you seen Jim Jarmusch’s film Paterson? A bus driver named Paterson, living in the city of Paterson, seems, on the surface, to lead a very repetitive life, but within that routine, he finds a distinct moment and a fresh feeling in each passing day and channels them into poetry. I aspire to that same way of seeing, and I make a conscious effort to treat everyday life as a source of inspiration. Recently, that perspective made its way directly into product planning.

At one point, I needed to pack our so-called ‘SUPER Trio,’ comprising SUPER Retinol, SUPER Cica B5, and SUPER Collagen Kera-Fit, into a single seeding kit. Those colorful products had been mixed in a tin case on my desk, and one day the sight of them really caught my eye, like a piece of contemporary art arranged on an impulse. That spark led me to suggest loosely placing all three products inside a clear tumbler, and it actually came to life. It was a deliberate choice of ‘the beauty of disarray’ over neatness.

Spending time in nature on weekends and crafting my own style through fashion during the week are also part of how I draw on life as a source of inspiration. The truth is, I’m an outdoor enthusiast who lights up at anything involving adventure: hiking, camping, you name it. I’ve spent a night in the foothills of Seoraksan in the dead of winter at minus 29 degrees Celsius, and I regularly seek out deep freediving spots.

There’s an energy I draw from the whole process of stepping on soil, feeling the wind, and sinking into water. The sensations I experience through my body become a wellspring of invaluable inspiration, deepening my understanding of how people actually live and feeding directly into the creation of new content.

Building a ‘Beauty That’s Uniquely My Own’ #Creative Routine

I’m someone who tries to love the things I love even more deeply. Pouring energy into so many different interests, such as clothes, adventure, health, beauty, and people, I started to feel like too many moments were slipping away without a trace. That led me to ask, ‘Can’t I connect all of this more productively?’ And so I started keeping much more detailed records. The photos, the writing, the videos — what began as accumulated records eventually became my own body of digital content.

One important part of my routine is posting my outfit on Instagram before heading to work each day. It might seem like just snapping a few photos, but for me, it’s closer to setting the tone for the day. When I feel good about what I’m wearing, my whole mood shifts. And sometimes those posts take on a life of their own in unexpected ways. I think I’m becoming someone who not only enjoys fashion but is always thinking about how to share that taste in a way that’s truly engaging.

When something strikes me as beautiful, I don’t stop at ‘that’s pretty’; I push myself one step further to ask ‘why it’s beautiful,’ and I talk it through freely with the people around me. The more I repeat that process, the more refined my taste becomes and the sharper my eye gets. None of this is really self-improvement aimed at a particular goal; it’s more like a small habit I keep up simply because I love it. As these records accumulate, I’ve found my own rhythm and style, and every day I carry forward a beauty that feels a little more uniquely my own.

MINI INTERVIEW

Hyunwoong Jung’s Recruitment Tip

If you’re aiming for an IMC role, I’d strongly encourage you to seek out the experience of owning the content creation process from A to Z, even if the scale is small. It’s a decidedly different experience from having only planned something or only executed it. The whole process matters: generating the idea, working out why the content would resonate, developing the underlying logic, and finding the creative that brings it all together most effectively. That experience gives you a far more three-dimensional perspective.

One question that comes up a lot in interviews is ‘Tell me about a campaign that left an impression on you, and why.’ It’s worth preparing a real answer to that. What matters isn’t a surface-level reaction to a successful campaign, but clarity on what specifically resonated with you and how it connects to your own strengths and experiences.

Take, for instance, the Pokémon 30th anniversary global campaign, which put forward the message ‘Every Pokémon matters’ and created 30th-anniversary logos for all 1,000-plus Pokémon. What I found so compelling about it was that every Pokémon fan has their own personal favorite, and the brand read that emotional attachment precisely. It’s a strong example of drawing out a need that lives deep within consumers. In an interview, after sharing that kind of analysis, if you can add something like, ‘In my own experience, I’ve tried to identify those hidden consumer needs and translate them into content or a campaign concept,’ you’ll land a much stronger answer. What interviewers ultimately want to see isn’t your review of a campaign — it’s your own way of reading brands and the people who love them.