Singapore is an Asian financial hub and colorful city-state where you can enjoy high living standards. A country the size of Seoul, Singapore offers a diverse and harmonious mix of local languages, ethnic groups and religions. And it's here in Singapore that Amorepacific is spreading the essence of beauty with its members, who are as diverse as the city itself.

Lined with tall trees on both sides, Orchard Road is Singapore's most popular shopping street and the world's largest shopping complex. The shopping malls attract customers with their various brands, which range from fashion and accessory brands all the way through to luxury brands.
Proudly displayed among the top global brands on the shopping boulevard are Sulwhasoo, LANEIGE, innisfree and ETUDE HOUSE. Following the opening of the first LANEIGE store in 2003, ETUDE HOUSE and Sulwhasoo entered the marketplace in 2012, followed by innisfree in 2013. All the brands have since built up an impressive customer base.

"There are about 70 large malls in Singapore. As shopping malls are located mainly in general commercial areas, it's vital to open stores in areas exposed to heavy foot traffic, but doing so requires great local understanding." Kwak Youngho from Strategy Division of ASEAN RHQ said that our global champion brands will open a store across 30 local shopping malls that meet such rigorous criteria.

This year, all our brands that entered the Singaporean marketplace are performing well. LANEIGE ranked sixth in the Sigaporean beauty market for 2016, according to Beauté Research, a famous French cosmetics sales survey company. Sulwhasoo ranked in the top 10 in terms of sales at major department stores in Singapore. The brand topped the list of cosmetics sales at the Tangs Department Store, showing its tremendous brand power. innisfree and ETUDE HOUSE are both expanding their presence fast by opening new stores. As Mamonde prepares for its entry into Singapore scheduled for next year, we will be able to see all our global champion brands being loved in Singapore in the near future.

"The most influential customer group in Singapore is Chinese Singaporeans. Their definite preference is for Korean brands and, on top of that, they are shifting to our brands very fast. To reach more customers though, we have conducted customer research and panel investigations to understand what our customers want, need and prefer." Lee Yunha from R&I Center of ASEAN RHQ added that she expects the cosmetics market in Singapore to continue to grow given that Singaporean customers of both genders have a keen interest in taking care of their appearance.

Established with the entry of LANEIGE in 2003, Amorepacific Singapore is currently responding to the local market with 50 local employees and 10 delegates closely communicating with one another. They have strengthened their bond through various brand-level teamwork activities. "Using more than one language, our members are great at performing their global duties. We are very inclusive of the diversity of the races and languages we have here: we respect and understand each other with pride as members of Amorepacific." Shin Myungchul from HR Division said that he is proud of his colleagues: in his words, the continuous growth of Amorepacific Singapore would have been impossible without them.

"Boasting the highest national income in Asia and a plethora of ethnicities, Singapore is often compared to New York in the United States. Success in Singapore is famously not easy to achieve given that the market isn't a single market as such. Nevertheless, we are determined to expand our presence into neighboring markets by providing highly innovative products and services, validating our operating systems and building on our existing knowhow. In this sense, Singapore is important as a testing bed." Na Jungkyun, president of Amorepacific Singapore, emphasizes that we will make Singapore our base for advancing into ASEAN, India and Central Asia through our ongoing and inclusive customer research.
The weather on our last day in Singapore was squally (showers with strong winds usually associated with a convection current in the tropical regions). Just like the colorful rainbow after the showers, Singapore was showing harmonized beauty representing the best of ASEAN.