The ASEAN market has been hailed as the next China! For this article, we visited Amorepacific Indonesia, which is showing constant growth with the Sulwhasoo and LANEIGE brands that have celebrated their 4th year of entering the local market, as well as innisfree, which made its entry this year. All the employees there greeted us warmly, dressed in Batik, which is traditional Indonesian dress! Let's find out about Amorepacific Indonesia with the general manager EunSan Jeong.

 As you can see at a glance from the graph above, Amorepacific Indonesia has been enjoying constant growth. Though the size of the cosmetics market here is not very big, but leading global brands have entered the market and are engaged in fierce competition. What's the secret behind Amorepacific Indonesia showing such great performance in the competitive Indonesian market?

 In response, general manager EunSan Jeong pointed out having the right team members, each with excellent individual competencies. This high praise shows his affection for employees. Despite the small number of employees, their enthusiasm for everything, as well as their attitude in trying to help one another has led to great performance overall at Amorepacific Indonesia.

 Next there are various promotional events. Sulwhasoo and LANEIGE are celebrating their 4th anniversaries of entering Indonesia this year, and they're ranked among the top of the list of cosmetic brands in Indonesia based on their diverse promotional events, despite fierce competition with global brands.

 Amorepacific Indonesia received great attention from customers by providing brand story experience activities at K-Beauty Week, LANEIGE Indonesia's exclusive event held in 2016, as well as the 50th anniversary of Sulwhasoo Concentrated Ginseng Renewing Line. Both brands achieved more than KRW 100 million in sales during the event, in association with the sales event at the atrium within the department store held for a week.

 Then, we must meet the leaders of such wonderful growth at Amorepacific Indonesia, right? Here's an introduction of each of the divisions at Amorepacific Indonesia.

  Indonesia is attempting to make great changes this year. First, our company will nurture the digital market and focus on Surabaya, the second-largest city in Indonesia.

 Second, we will promote the brand attractiveness of Sulwhasoo and LANEIGE. Using department stores as a stepping stone, we will promote sales activities at the MOT (Moment of Truth), and also improve the store interior and services to present the premium image on site. To this end, Sulwhasoo is providing customized services by setting a space for beauty care within the store, while LANEIGE is expanding the 5th-generation design stores and carrying out the road shop business.

 Next, we will establish a stable foundation for innisfree's growth. In addition to the first and second stores that are receiving great attention from local customers, we aim to establish an infrastructure that can embrace all the hub cities of Indonesia. We will increase road shops starting from Jakarta, expanding to four major cities.

 Lastly, we will prepare for new growth engines by showing a new aspect of ETUDE HOUSE to Indonesian customers that are highly interested in makeup, and promoting Mamonde, which has just initiated business in China and ASEAN countries.

 Amorepacific Indonesia is preparing to meet Indonesian customers through various brands and channels! We look forward to its progress as an icon of growth based on constant development!