Hello, this is Na-ri Cheon and Young-ju Park from the Creative Strategy Team. Our team oversees the center’s overall operations and handles various creative projects, from corporate identity to visual content development. We also had the pleasure of designing this year’s greeting card.

There’s something special about receiving a New Year’s card—it sets a positive tone for the beginning of the year. That’s why we create these cards annually, expressing our gratitude to everyone who has shown love for Amorepacific while sending our wishes for a happy start to the new year.

The space holds special significance. From its conception, the headquarters was designed with the first three floors as communal spaces, facilitating natural interactions between our team members and customers. Moreover, it’s a symbolic manifestation of our company’s aesthetic vision. In this sense, the building perfectly embodies Amorepacific’s mission of making a more beautiful world, which is why it frequently serves as our creative inspiration.

We hope it conveys the strength and warmth needed to begin the new year. While the card’s visual beauty is certainly important, we believe the true inspiration lies in its sentiment—the genuine expression of gratitude and well-wishes.

We’ve created a vibrant portrayal of the diverse and beautiful world of cosmetics. By combining human imagination with AI’s expressive capabilities, we’ve crafted a realm where cosmetic foam accumulates like snow, our typically monochrome headquarters building comes alive with color, and glossy lip products shine as brightly as street lamps. It’s our visualization of the infinite possibilities that emerge when we use cosmetics as our creative medium.

This year, we took an innovative approach by incorporating AI tools into our creative process. We experimented extensively with rapidly evolving AI technologies, generating unprecedented images before carefully selecting the one that best embodied our message—the version you see today.
Translating our imaginative concepts through AI tools proved to be a fascinating journey. Given the remarkable volume of outputs we could generate using AI, we wanted to document this creative process thoroughly through video. The challenge lay in making this documentation engaging and compelling. We experimented with applying motion to our AI-generated images using additional AI tools, fine-tuning the combinations through multiple iterations until we achieved the perfect balance. While video production typically demands significant time investment, our strategic use of AI technology allowed us to optimize time and resources while maintaining quality.

The concept began with an intriguing question: ‘What would a world made of cosmetic formulations look like?’ By integrating AI tools, we discovered a new kind of beauty centered on growth and expansion. We hope those who use this card will be inspired to explore their potential and uncover their unique forms of beauty.

We’ll continue to capture beauty-inspired moments and convey warm wishes for the new year through various creative approaches. Whether we continue with our headquarters-inspired series or explore new directions—we invite you to stay tuned with anticipation.

Send your New Year’s wishes to loved ones, expressing gratitude and hopes for their health and happiness.
The card can also be shared via KakaoTalk or SMS using the link below!

In December, physical greeting cards will be available at Amore Yongsan and Amore Seongsu.
For more details, please visit the Amore Seongsu Instagram page: