Sung-mi Choi I aimed to capture the unique beauty of gyubang crafts, a beauty that embodies the ‘aesthetics of persistence,’ cherished and preserved over generations. I drew inspiration from Amorepacific’s commitment to its corporate mission, "We Make A MORE beautiful world." Gyubang crafts are meticulously handcrafted, a delicate process that unfolds slowly, often requiring several months of dedicated work on a single piece. The exceptional value imbued in the work can only be felt throughout this prolonged period, and the long journey of creation transforms into a ‘story that blossoms from authenticity.’ This, to me, is the essence of beauty. While it may seem to run counter to the fast pace of modern society, I wish to convey how invaluable it is to pour one’s heart and soul into something beyond what can be measured by efficiency or speed. I hope the satisfaction and tranquility I experienced throughout the creation process and the warm energy encapsulated in the final work resonate with you.

Geumsugangsan: This piece represents the scenic beauty of Korea’s landscape. It is assembled by stitching together tiny fabric fragments, each embodying the vibrant colors of our mountains and rivers. The piece is bordered with a subtle indigo-dyed ramie, aiming to evoke the freshness of our natural scenery. It was crafted using the flat felled seam stitching technique, ensuring the piece looks the same from both sides. A long decorative string in one corner adds an element of elegance, befitting the large scale of the work.

Bok: The refreshing blue fabric immediately reminded me of a lucky pouch. I employed the pinching technique to create patterns that brought out the fabric's volume and crafted the piece into the traditional shape of a lucky pouch. A signature aspect of my lucky pouch works is incorporating objects that reflect the wisdom of our ancestors. I added peppers, monsters, and pumpkins for this piece, which I believed would ward off evil and attract good fortune.

Gyeolhab: I am fond of the unique aura of ramie. The actual value of this fabric is revealed when the light of nature passes through its carefully woven threads. This piece, named "Gyeolhab," or "Union," is made from patches of ramie. The central patch features an irregular design, while the edges are trimmed with a soft gray hue to add a modern, urban touch. A rounded jar-shaped object, stitched with pink thread in the center, gives it a distinctive character. The overall color palette is calm and understated, yet the hot pink tassels at each corner inject a sophisticated vibrancy.