Ch3. The history of mutual growth and harmony - AMORE STORIES - ENGLISH
2015.05.06
0 LIKE
139 VIEW
  • 메일 공유
  • https://stories.amorepacific.com/en/ch3-the-history-of-mutu

Ch3. The history of mutual growth and harmony

BEAUTY
COLUMN

AMOREPACIFIC's 70 years of beauty history

A beautiful flower that blooms
in the deep-rooted beauty of Korea


Asian Beauty Creator
AMOREPACIFIC


Flowers are beautiful because of the stems and deep roots
that keep them standing strong.
AMOREPACIFIC was able to spread throughout Asia
and blossom into a global brand because of the way
it is rooted in the long-standing beauty of Korea.

Here, we will look into the past, present and future of
Asian Beauty Creator with the story of how AMOREPACIFIC took
root in Korea and spread its branches across Asia
to now burst into full bloom worldwide.

The roots of AMOREPACIFIC beauty

The history of coexistence and harmony

The beauty of coexistence and harmony is what completes Korean beauty – the aesthetics of beauty which embraces the harmony of nature in color, fragrance and ingredient to foster a harmonious coexistence between the beauty of the past and of the future: Asian and Western beauty.

The coexistence and harmony of aesthetic consciousness
From a patchwork to a dressing table
Little things come together to create beauty in harmony

The biggest difference between Eastern beauty and Western beauty is what people see – whether it's parts of something or the whole. Western people split everything into pieces. In other words, they value individualities. Eastern people, on the other hand, see the whole composed from the respective parts. That is why balance and harmony are important in Eastern beauty.
- Suh Kyung-bae, AMOREPACIFIC Group Chairman & CEO
  • Jogakbo (Korean patchwork)

Jogakbo (Korean patchwork) is an artwork that represents the beauty of Korean women shown in daily life. Reminiscent of colored blocks prominent in the abstract paintings of the modernist painter Mondrian, Jogakbo is a long-established living culture of Korean with a history dating back 5,000 years. Jogakbo is an artwork made from leftover pieces that represent beautiful coexistence and harmony and yet are used as a cloth wrapper that typifies the culture of inclusion.

Coexistence and harmony with nature
Bathing and danjang rituals going in the four seasons
Cultivate a beautiful body and mind while living a life in harmony with nature


Dano by Shin Yun-bok

Seasonal customs are the distinctive feature of the Korean culture of bathing and danjang (to dress oneself up). A typical example of seasonal customs is washing one's hair and bathing on Dano, which falls on the fifth day of the fifth month in the lunar calendar – the day when Yang energy is strongest. Korean women would cleanse their face with dewdrops on sweet flag (one of the most well-known oriental medical herbs) and wash their hair in water boiled from sweet flag, which made their face soft and smooth as silk while also helping to keep their hair lustrous and prevent hair loss.

Painting depicting Yudujeol

And Koreans bathed themselves in a clean, small stream on Yudu, the 15th day of the sixth month on the lunar calendar. It was a custom to bathe in water to wash away bad energy and maintain one's health throughout summer while warding away heat stroke. Koreans particularly liked to wash their hair in water running to the East because there was a belief that the Yang energy becomes stronger where the sun rises. People in farming villages put newly harvested fruits on ancestral shrines, ridges between rice paddies, or banks around fields and held gosa (shamanistic ritual) praying to the God of Agriculture for a good harvest. Scholars would go to a mountain stream or pavilion bearing drinks and foods to give poetry recitals there in a custom called yudu eon.
The delicate harmony of Yin and Yang underpin the seasonal customs followed by Koreans seeking communion with nature. True natural beauty is defined by harmonious coexistence with nature.

Coexistence and harmony in Korean colors
From dancheong on palaces to the color makeup of women
Harmony of universe and nature in five colors

Bibimbap

  • Saekdong jeogori (traditional Korean jacket with sleeves of multi-colored stripes)

The delicious taste of bibimbap is familiar with people around the world, yet not many know that bibimbap embodies the beauty of coexistence and harmony in its use of traditional Korean colors. Carrot, spinach, bellflower root, mushroom and bracken on top of bibimbap are representative of the five basic colors, also known as obangsaek, with yellow egg yolk at the center. The five basic colors are yellow, blue, white, red and black. Nevertheless, they are not a mere collection of five colors, but represent the harmony of Yin and Yang. These colors are found everywhere in Korea across the three most important life elements – food, clothing and shelter. Saekdong jeogori (traditional Korean jacket with sleeves of multi-colored stripes) are made from the five basic colors, while jogakbo (acclaimed as the essence of Korean aesthetic sense) is also made according to the principles of five basic colors.

Dancheong (traditional decorative coloring) on palace

The five basic colors, obangsaek, also add beauty to the buildings. Dan-cheong (traditional decorative coloring) on old palaces and Buddhist temples is a word that combines the character dan (丹 meaning red) and cheong (靑 meaning blue). This is because it uses all five basic colors with red and blue as the basis. Moreover, traditional bridal makeup was a harmony of the five basic colors.

From dancheong on the palace safeguarding the king to color makeup products on the dressing table of women – the coexistence and harmony of Korean beauty continue to shine through in colors.

Coexistence and harmony in Korean beauty
Harmony between tradition, modernity and different cultures
Creating beauty through harmony

  • Ganggangsullae (traditional Korean circle dance)

One performance in particularly at the closing ceremony of the 2014 Sochi Winter Olympics left a strong impression on audiences all over the world and that was ganggangsullae of Korea, the host of the 2018 Pyeongchang Winter Olympics. Ganggangsullae is a traditional Korean dance play that symbolizes harmony, an element that defines Korean culture and the Korean philosophy of coexistence and harmony. Ganggangsullae is a vital work of Korean cultural heritage that has been inscribed on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity in recognition of its spirit of harmony bringing everyone together hand-in-hand.

Samul nori (traditional Korean percussion quartet)

The Korean spirit of harmony is also found in samul nori, the traditional Korean quartet where buk (a barrel drum), janggu (an hourglass-shaped drum), jing (a large gong) and kkwaenggwari (a small gong) are played in harmony, and sinawi, the traditional Korean music in which various instruments like gayageum (Korean zither with 12 strings), geomungo (Korean musical instrument with six strings), haegeum (traditional Korean string instrument), ajaeng (seven-stringed instrument) and piri (Korean double reed instrument) are played in an even tone and tempo. The somewhat free rendering of these musical instruments has been rightly described as finding harmony in disharmony, or harmony in discord, because of the way the music sounds improvised, but not dissonant.

Korean beauty is the beauty of the curve, rather than the straight line. It can be found shining out through all the elements of Korean culture, ranging from ganggangsullae in a circle through to traditional dance, paintings, architecture and chinaware because of the way Korean culture is built on coexistence and harmony.

Korean beauty is defined by its ideal: a perfect mix of coexistence and harmony. It balances traditions with modernity and different cultures as well. It's this culture of consonance which acts to harmonize things to make them shine brighter, rather than putting them in conflict with one another.
Korean beauty is built upon the idea of consonance to create the best of beauty which harmonizes traditions, modernity, and the different cultures of East and West.
This column is adapted from 'AMOREPACIFIC 70 years of Beauty History' by AMOREPACIFIC Beauty Research Team.


  • Like

    0
  • Recommend

    0
  • Thumbs up

    0
  • Supporting

    0
  • Want follow-up article

    0
TOP

Follow us:

FB TW IG