[Intro]

Ahyeon Jeong Rather than simply narrating 80 years chronologically, we wanted to showcase our current confidence and future vision. The opening sequence, where we make eye contact with diverse individuals, symbolizes that message precisely. It demonstrates Amorepacific’s position as a K-beauty leader over the past 80 years while declaring our commitment to helping everyone worldwide discover and realize their own unique beauty through our New Beauty vision.

Myeonghyun Hong That’s why we chose a non-linear format that opens with impact, like a manifesto, rather than a chronological structure. Making eye contact with various individuals not only builds immediate engagement but also serves as a tool for reflecting on every global customer we’re connecting with. Many viewers have told us it was a powerful opening.

Myeonghyun Hong The core message only Amorepacific can deliver is our genuine dedication to beauty. This year also marks the 80th anniversary of Korea’s liberation, so I thought of Amorepacific as the true national champion of K-beauty, sharing the nation’s destiny [laughs]. Even amid the ruins after liberation, we never lost sight of our philosophy to create a better world through beauty. In that process, we expanded beyond beauty into tea culture and the arts, seeking to touch customers’ lives more profoundly.
The tagline “Guided by beauty, we move forward” conveys not only longevity but also the determination and confidence of a company that has led each era while presenting new values.

[7 Historical Moments]

Jiseon Yoon You’re right. We had so many achievements that it was really challenging to decide on the criteria. We focused on “moments when we took on challenges because we were genuine about beauty” and “how those challenges transformed people’s lives.” So we organized seven key events that captured the spirit of each era and opened new chapters in beauty culture.

Myeonghyun Hong We wanted to break away from the typical formats you’d expect for an “80th anniversary” video. To convey the message of a company leading New Beauty while presenting the spirit of our times, we needed to express “beauty” artistically in true Amorepacific fashion. We combined each of the seven historical moments with artistic keywords, structuring it like a retrospective exhibition. Through this, we aimed to portray Amorepacific as a cultural creative company contributing to architecture, culture, and the arts—beyond just being a beauty company.

Myeonghyun Hong The Gaeseong Changseong Store scene opens the first page of Amorepacific’s beauty journey and was crucial for capturing both domestic and international audiences’ attention. I believe “Koreanness” receives global attention because of its harmony between tradition and modernity, the creative fusion of different elements. Rather than simple nostalgia, we blended the models’ hair, wardrobe, props, and set design with contemporary sensibilities to create a striking Korean style.

Jiseon Yoon So we reimagined Changseong Store as the hotspot where the most sophisticated female influencers of that era gathered. Along with fashion editorial-style styling, we emphasized elegance within the retro aesthetic through subtle movements of people and objects and a deliberate, slow pacing.

Myeonghyun Hong To intuitively convey the anticipation and expansion of our global business in the latter half, I thought we should present the tea fields in a way that differs from the familiar landscapes we typically see. So we decided to emphasize the geometric patterns of the tea fields from a top-down view to build that crescendo. While tea fields usually give a peaceful feeling with their horizontal curves, a vertical composition delivers both grandeur and tension simultaneously. We also intended it to connect naturally with the vertical louver fins of our headquarters that immediately follow, from a mise-en-scène perspective.

Jiseon Yoon We put tremendous thought and effort into this. Ink strokes, originating from the founding chairman’s actual handwriting, flow into the handwriting of various people in different languages, ultimately forming the “Total Commitment Initiative.” We visualized a customer-centric philosophy that transcends generations, ages, races, and genders. Through this, we wanted to convey Amorepacific’s unchanging promise that transcends all boundaries.

Ahyeon Jeong From a directorial perspective, we used various handwriting styles to express the weight of sincerity in handwritten letters. The content was actually excerpted from existing archives, including the “Total Commitment Initiative” booklet and customer feedback. This authentically expresses how Amorepacific has listened to customers’ voices for 80 years, with a customer-first philosophy at the center of everything.

Myeonghyun Hong The ‘1958’ sequence. This section, which recreates the history of magazine covers and advertising through three-dimensional installation art, represents our overall creative strategy of modernly reinterpreting 80 years of heritage. It’s also being used as the main thumbnail because it comprehensively showcases Amorepacific’s aesthetic philosophy and vision, which have driven beauty culture through the ages.

Jiseon Yoon This scene is especially memorable due to the extensive preparation and assistance from many people, including the museum curatorial team’s archival material support, the removal and reinstallation of tables, chairs, and lighting in the fifth-floor cafeteria, and the coordination of blackout conditions and light-blocking curtains. I’m genuinely grateful to the Space Planning Team, Real Estate Strategy Team, and S1 staff who generously cooperated with us.

Ahyeon Jeong Amorepacific headquarters isn’t just an office building—it’s a symbolic space embodying Amorepacific’s past, present, and future. Establishing our base in Yongsan in 1956 and maintaining that exact location represents our commitment to respecting the past while moving forward with a new vision. This space, which beautifully reflects our values of creativity, openness, and connection, was the perfect place to capture Amorepacific’s philosophy and aesthetics delicately.

Myeonghyun Hong The biggest challenge was capturing the familiar headquarters spaces from fresh, new angles. We worked closely with the production company, going through multiple rounds of adjustments to make the same spaces feel different.

[Outro]

Jiseon Yoon It was a massive project involving various spaces throughout Amorepacific headquarters, with around 170 cast and crew members working together for 30 hours. I was proud when many people said it “looked truly impressive for a global company” and “conveyed the determination to accelerate global growth.” Personally, I found significant meaning in simply “pulling it off successfully.”

Myeonghyun Hong This video feels particularly special to me because I’ve grown alongside K-beauty since starting my career here. From my early days when the term “K-beauty” was just emerging, I’ve been pioneering the market through new projects and challenges. Now, more than 10 years later, seeing K-beauty established as a global category with Amorepacific and our brands recognized as leading players, I’m reminded that all our efforts and challenges in our respective roles weren’t in vain.

Ahyeon Jeong In line with our global rebalancing strategy, we’re pursuing various collaborations for Amorepacific heritage branding during major market entries and global local activities. Recently, awareness of Amorepacific’s heritage has grown in international markets, leading to more collaboration requests. We’re positively reviewing these opportunities to share the beauty values Amorepacific has upheld for 80 years with a broader global audience.

Myeonghyun Hong Our customers already summarized it beautifully through comments on the YouTube WLDO channel subscriber event:

These responses capture the core of what we wanted to convey. We hope pride in our 80-year heritage translates into confidence about the future—not just for Amorepacific members, but for everyone who loves and supports this K-beauty national champion. We hope our genuine dedication to beauty, steadfastly maintained long before K-beauty gained global attention, touches someone’s heart and sparks small inspirations in their life.

“Guided by beauty, we move forward.”

What began as a small dream with a drop of camellia oil has now become beauty that changes the world.

From door-to-door sales that reached customers directly, to the cushion foundation that captivated the world, to the world’s first corporate tea plantation as a beauty company,

Amorepacific has always stayed one step ahead, setting new standards for beauty.
With unchanging sincerity for over 80 years, until the day when more people can fully shine with their own unique beauty. “Create New Beauty”.