What’s My ‘Real’ Hashtag?
#MinSsoPick

My role involves presenting Amorepacific’s diverse brand products through live commerce in real-time, connecting with customers, and driving sales. You could say I serve as a bridge between customers and brands. What I value most are ‘trust’ and ‘sincerity.’ That’s why, before planning any content, I always spend adequate time using and testing the products myself, then share heartfelt stories based on that experience.

The ‘My Real Hashtag’ that best represents this principle of mine is #MINSSOPICK. It’s also a word that embodies my unique approach to introducing products with genuine care to customers.

Today, I want to unpack my work and daily life contained within this hashtag through four key elements: #Hanyul Yuja Vitamin Sleeping Mask, which marked the beginning of my first live broadcast; #Spare Battery, which keeps my creative inspiration and planning skills fully charged; #Mirror, my practice routine for maintaining professionalism; and #Fishing Rod, my personal reset time for recovering focus and creativity. Let me introduce you to the elements that make up Soyoung Min, Amorepacific’s signature show host!

The Beginning of Authentic Content, #Hanyul Yuja Vitamin Sleeping Mask

I believe viewers should be able to listen to me and think, “She’s really tried this product.” That’s why I always spend at least several weeks before any live broadcast personally using and testing the products. I meticulously check every point customers might wonder about—from absorption and fragrance to next-day skin condition and makeup wear—before preparing for broadcast. Building trust with customers ultimately comes from knowing that the words are coming from someone who genuinely loves the product.

#Hanyul Yuja Vitamin Sleeping Mask was the first product where I put my work philosophy into practice. It was the very first live broadcast I handled after joining the Content Commerce Team. The experience of maintaining my work principles while broadcasting through awkwardness and nerves has remained the starting point for all my content planning to this day.

Content Sensibility at Full Charge, #Spare Battery

The Content Commerce Team’s day begins with content and ends with content. As a show host who leads customer communication, I repeat daily training to read trend flows and detect content nuances.

On my commute, I check trending memes and challenges, and during breaks, I cultivate my sensibilities by exploring various genres—from beauty reviews to entertainment and food content. This isn’t simple content consumption; it’s my personal training for broadcasting and content planning.

Since I never put my phone down all day, my phone battery constantly drains quickly. It’s also proof of how thoroughly I explore content. That’s why a #Spare Battery is an essential item I always carry. I need an energy source to maintain my unique ‘on-air mode (MinSso mode).’

Above all, I believe that to convey positive energy to customers, the sensibilities and rhythm that fuel that energy must also be managed together. My way of sensing content is also how I reduce the distance between myself and customers.

Script Tailor, #Mirror

I think that to become a good show host, ‘making it look like my own words’ is more important than ‘speaking well.’ That’s why looking in the #Mirror before broadcasts and repeatedly practicing my comment until it becomes truly my own words has become an indispensable routine. Just as clothes are tailored to fit the body, the mirror is like a ‘comment tailor’ for me—it helps me refine my comment to fit my ‘personality.’

Based on the cue sheet (broadcast schedule) that outlines the broadcast order, I rewrite my comment and constantly check everything in front of the mirror—from my tone to the expressions that match the content. When the speed or intonation of my speech feels awkward, I practice dozens of times right there, working to create my own flow. I believe that only through this process can my words feel natural and comfortable, truly like my own, and that this is conveyed intact to customers beyond the screen.

My Personal Desk, #Fishing Rod

For me, live broadcasting represents ‘moments of concentration’ where I must capture customers’ attention and accurately convey the brand’s message in a short amount of time. The tension is significant, and it involves repeatedly drawing up high energy. That’s why on weekends, I seek out quiet waterside spots—the complete opposite of weekdays—to enjoy fishing. It might seem like an unexpected hobby. What started as simple curiosity has now become a time to restore balance between work and daily life and reset my creativity.

While waiting for a bite, my cluttered mind empties, and new content ideas actually emerge. For me, fishing isn’t simply rest—it’s a quiet desk where I organize my sensibilities for the following content.

Soyoung Min’s Recruitment Tip

I believe a show host isn’t simply someone who speaks well, but a storyteller who can best convey authenticity about products. Particularly, you need an attitude that deeply understands Amorepacific as a company and the stories and products of the various brands born within it. That’s why practicing for broadcasting is fundamental, and you must be able to plan and design content from customers’ perspectives.

I continue voice and pronunciation training alongside sales education, and consistently read books related to content planning and storytelling to broaden my field’s sensibilities. I also frequently practice adjusting my speech patterns. These experiences greatly help with controlling voice tone and persuasively delivering information during actual broadcasts. But what’s most important is having language that comes from actually using the products yourself. If you want to create trusted content that goes beyond simple information delivery, I hope you’ll consistently try—even in small ways—to develop your own compelling story.