#Chairman’s Message
2025.10.22
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https://stories.amorepacific.com/en/amorepacific-the-people-who-forge-new-paths-the-qualities-of-a-team-amore-pioneer
The People Who Forge New Paths, The Qualities of a Team Amore Pioneer
In a recent leadership training session, Chairman Kyungbae Suh met with 24 of the headquarters team leads.
Sharing his candid thoughts on management and leadership philosophy as a chief executive, as well as on company operations, Chairman Suh offered his encouragement and support to our leaders who strive to succeed in their important and often challenging roles within the organization on a daily basis. He mentioned preparing for this session with the intent of leaving a few key words imprinted upon the hearts of the company’s leaders, just as his own university mentor once did for him.
We present to you three keywords Chairman Suh left, alongside the story of the company's innovation and growth that has guided the Korean beauty industry. Here is the vivid story of that day, told through these session clips.
[Session 1] Team Leads Ask, Chairman Suh Answers
Q1. As the final decision-maker, I am curious if you have a unique set of principles for deciding whether to ‘Go’ or ‘Stop’. Also, among the various challenges and innovations you've faced, which one encountered the most opposition and concern from those around you?
“All decisions are ultimately made by the customer. A corporation merely follows in the wake of the customer's decision.”
“If this is what consumers desire, shouldn't we change our ways, no matter how difficult it may be...?”
Q2. I recall you saying that innovation — the Korean word hyeoksin (革新) —literally means 'renewing one’s own skin,' and that it is indeed a truly difficult endeavor. Amorepacific established a strong foundation for success in the 2000s by divesting underperforming affiliates amidst internal and external crises in the 1990s. I imagine there must have been considerable internal resistance at the time. I'm curious how you overcame it.
“Innovation is difficult because what is gained is often abstract, while the inconvenience it causes is invariably concrete.”
“Swiftly propagate a product’s merits, persuade relentlessly, and just execute. Innovation succeeds through these three principles.”
Q3. As Chief Executive, what are some of the most disappointing or regrettable things you've observed in Amorepacific’s team leads? Conversely, if you were in the position of the team leads present, what support would you request from senior management?
“I wish they wouldn't set limits for themselves. This is also something I constantly tell myself.”
“I think I would speak in terms of time. That way, we are on the same page. Without being on the same page, creation is impossible.”
Q4. Over the nearly 30 years you've managed Amorepacific, what has been your most arduous and challenging moment, and what were your thoughts at that time? Also, how did you ultimately overcome that situation?
“When COVID arrived, we hit the limits of our established methods, but thanks to that crisis,
the entire company was able to align in the same direction.”
“There is always a silver lining. At the most difficult of times, ‘pessimistic optimism’ is truly vital.”
Q5. Concepts like the Sleeping Mask and the Boosting Essence were innovative introductions to the beauty market, yet simultaneously unfamiliar to customers. I imagine communicating these new ideas must not have been easy. When introducing such novel concepts and ensuring their success, what do you believe is the most important factor to keep in mind?
“The very essence of a product's success lies in its integration into a routine.
To achieve this, you must study the TPO. That is the way I have always done it.”
[Session 2] Three Keywords Chairman Suh Left with the Leaders – Aspiration, Dynamic Capabilities, and Courage
“I pondered for quite some time what to speak about today, but in the end, I felt it best to simply leave you with three keywords.”
“We call such people 'pioneers.' People who open the way forward, people who squeeze through the narrowest of gaps to ultimately seize an opportunity.”
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