- Staged over two weeks from June 28 at Atcosme Tokyo, a sanctuary for Japanese beauty enthusiasts
- Furnished up to 100,000 engaging customer experiences, demonstrating immense interest in Amorepacific and K-beauty

Amorepacific has triumphantly wrapped up the Amorepacific Festival, a comprehensive promotional event tailored for the Japanese market.

The function, named “Amopacifes,” unfolded from June 28 through July 11 at Atcosme Tokyo, nestled in the heart of Harajuku, Tokyo. Positioned right across Harajuku Station, which witnesses an average footfall of 150,000 individuals daily, Atcosme Tokyo is celebrated as the ‘beauty sanctuary’ attracting a steady stream of visitors nationwide.

The event showcased a confluence of 11 brands, inclusive of innisfree, ETUDE, LANEIGE, and eSpoir, which already command a loyal following in Japan, alongside AESTURA, HERA, primera, B.READY, and Longtake, which are yet to mark their footprint in the Japanese market. The event was orchestrated to serve as a platform where people could explore the diverse portfolio of Amorepacific brands, each standing out with a unique allure, powered by superior technology. The event sparked considerable excitement even prior to its opening, with all visitor reservations being filled within a mere two days.

Amorepacific enthralled visitors by curating a distinctive theme across each of the three floors of the venue. The first floor was devised as a space narrating Amorepacific's pioneering and trailblazing journeys including the development of retinol, sleeping beauty, and Cushion. The second floor introduced a variety of brand categories yet to debut in Japan, providing a glimpse into the latest trends shaping K-beauty. The third floor marked the debut of Amorepacific's customized services such as LANEIGE Neo Cushion Bespoke Service and eSpoir Powder & Play for Japanese patrons.

Additionally, the event witnessed a resounding response to makeup shows and touch-up services, which featured makeup artists catering to K-pop artists including LE SSERAFIM, and renowned Japanese influencers such as Ai Takahashi and Ayaka Konno. The Sample Market, which offered a firsthand experience of a multitude of Amorepacific brands and products, was a particular crowd-puller, teeming with visitors and manifesting its soaring popularity.

Consequently, approximately 100,000 customer experience samples were exhausted, signifying the profound interest among Japanese customers in Amorepacific and K-beauty. On the event's opening day, over 30 Japanese media outlets including TBS, Biteki, Makia, Numero Tokyo, WWD Japan, Fashion Snap, and Elle were present, illustrating the event's high-profile media coverage. Japanese attendees voiced their satisfaction stating, “The excitement is similar to visiting Korea. We are thrilled to experience Amorepacific's portfolio, which is otherwise challenging to access without overseas direct purchasing.”

Jungyeon Kim, Head of the Global Marketing Division at Amorepacific, stated, “We are delighted to showcase Amorepacific's innovative narrative and our new product line to our Japanese customers through this event. Amorepacific's Japanese operation, which has been on an upward trajectory since 2021, aims to bolster its Japanese market strategy by fortifying its partnerships with local distributors, as exemplified in this instance.”