The press corps of mainstream Chinese media made a special visit to AMOREPACIFIC, the creator of Asian Beauty. The four-day Familiarization Trip with Chinese media began on March 8 and was designed to share AMOREPACIFIC's history of innovation in celebration of its 70th anniversary. Eleven mainstream Chinese media outlets took part in the trip, including CBN Weekly and Xinmin Evening News. 

The Chinese press corps visited innisfree JEJU HOUSE, OSULLOC Tea Museum, Osan Beauty Campus, Mizium in Yongin and Mamonde flagship store in Myeongdong to better understand the long history of AMOREPACIFIC and its innovation stories. The Mamonde flagship store offered a special experience to the press corps with a makeup show featuring the Cushion. Plus, the press corps held interviews with CEO Suh Kyung-bae, Kim Seung-hwan in the Strategy Unit and Han Sang-hoon in the R&D Unit and learned about the key to the success of AMOREPACIFIC, the largest beauty company in Korea. 

"I once took part in a beauty class when I was in college. That was when LANEIGE first entered China. I remember that, in the class, I received a gift and it was a LANEIGE product. LANEIGE is the first cosmetics brand that I ever used," said Xu Yiyi, a reporter from the Shanghai major weekly magazine The Bund. "I am amazed and glad to see how the brands of AMOREPACIFIC, including LANEIGE, have grown in the Chinese market.” Likewise, another reporter said that this Familiarization Trip offered a meaningful way to learn about the heritage and spirit of AMOREPACIFIC Group, which created the new beauty category with the cushion.

We hope that the Asian Beauty created by the spirit of challenge and innovation of AMOREPACIFIC will build on its success in the Great China Region to win the hearts of consumers worldwide.