In the early 1960s, the name AMORE was born, which is another origin of the name AMOREPACIFIC. At that time, the soundtrack Sinno Me Moro to the Italian movie Un Maledetto Imbroglio was a major hit. It goes: Amore, Amore, Amore Mio. The word AMORE was a good match to the image of cosmetic products intended for ageless youth and beauty.

Then, in February 2003, PACIFIC was reborn with the name AMOREPACIFIC. In the 60 years after Changseong Store turned into PACIFIC, its vision toward the Pacific grew big enough to embrace the whole world. The name AMOREPACIFIC combines AMORE, which signifies its corporate heritage, and PACIFIC, which represents coexistence and harmony. The combination of AMORE with a soft, feminine image and the strong, masculine PACIFIC is the balance of yin (positive) and yang (negative) and suggestive of the Harmony of Contrast bringing the East and West together, while contrasting traditional and modern values in harmony.

AMOREPACIFIC dreams of being the Asian Beauty Creator creating true beauty with the balance of body and mind based on the profound wisdom of nature and humanity to fulfill people's desire to stay healthy and live beautiful. AMOREPACIFIC wishes to coexist in harmony with people all around the world and share benefits.

Jogakbo (patchwork) is a valuable part of Korean cultural heritage that derives from people's lives. It is the essence of coexistence and harmony, two values that are very Korean. And it is the ultimate in the beauty of harmony that brings pieces of clothes from discord into harmony and exhibits a traditional and yet wholly modern architectonic beauty through the harmony achieved between a play of colors and simple lines. It is rectangle in shape when unfolded, but boasts a beautiful elegant curve when used to wrap things in it.

AMOREPACIFIC has inherited the underlying value of coexistence and harmony of Korean beauty, as typified by jogakbo (patchwork). MELODY Cream, first released under the corporate name of PACIFIC, illustrates this harmony in its logo with a big rose at the center, daffodils on the sides, product and corporate names in English at the top and bottom in an elliptical shape. Its sophisticated design harmoniously blends the East, West, tradition and modernity with five basic colors in all five cardinal points. The heritage symbol of AMOREPACIFIC also builds upon the value of coexistence and harmony. The harmony between the world symbolized by PACIFIC and the truly Korean AMOREPACIFIC, women and business and its corporate vision is portrayed in one full circle.

All brands of AMOREPACIFIC grow on one stem, which is that of the beauty of coexistence and harmony. And the spirit of jogakbo (patchwork) that embodies the principle of yin-yang, five elements and five basic colors by putting pieces of cloth together was inherited by the Global Creative Philosophy of AMOREPACIFIC.

AMOREPACIFIC Design Lab is the cradle of beauty for AMOREPACIFIC Group brands and it has a design archive in which the cosmetic bottles of all brands are exhibited. "We don't only study the design of cosmetic product packaging, but also create Korean-style beauty at the international level." Researchers in AMOREPACIFIC Design Lab are working toward a vision of branding designs for a style that is truly Korean. In other words, they are making brands including AMOREPACIFIC and Sulwhasoo more representative of Korean beauty, akin to the way high-end brands such as Hermes and Louis Vuitton make France more attractive and more representative of France itself.

Let's go to where in Hong Kong the images of AMOREPACIFIC are created. Sulwhasoo Spa in Harbour City and Causeway Bay in Hong Kong hold their own in a comparison with world-famous luxury brand boutiques. The beauty of coexistence and harmony is captured in traditional Korean styled doors and windows on each floor, decorated with the traditional Korean plum blossom and flower patterns offering a modern interpretation of the harmony of the universe through six petals and five traditional Korean cardinal colors. Inspired by Goryeo porcelain, Sulwhasoo product bottles have a design that is Korean, but infused with Western modernism. Women in Hong Kong, who are known for being open to pan-Asian culture, praise the distinctive beauty of Sulwhasoo that is Korean and also global.

The leading brands of AMOREPACIFIC, including LANEIGE, Mamonde, ETUDE HOUSE and innisfree, have their flagship store in Myeong-dong, Korea. The flagship store of each brand is the design gallery of AMOREPACIFIC. With the K-beauty boom beginning in 2000, Myeong-dong has become a trend-leader for women all around the world. Here, it is easier to find foreign women than Korean women. Women come to Seoul from all around the world to try out the products of AMOREPACIFIC, just as they visit Paris and New York to shop for their favorite-brand product. In other words, Korean beauty in coexistence and harmony with excellent quality now prevails worldwide.

In an interview with Allure Korea, Japanese Beauty Editor Kyoko Ukai described Korean beauty as a harmonized beauty that creates great chemistry between the traditional esthetic and global trend with a touch of creative ideas. And AMOREPACIFIC is taking the lead in spreading such Korean beauty. The beauty of coexistence and harmony embodied in jogakbo (patchwork) that puts small pieces together and embraces everything within it to create harmony in discord is now blossoming into beauty that is truly Korean and yet global through AMOREPACIFIC.