It is a tremendous accomplishment, and an anniversary for the entire “Team AMORE” to celebrate together.
We would not have been able to write 78 amazing years of history without the hard work and dedication of our entire team, both past and present members.
So let me begin by congratulating you first for what you have achieved.
And thanking you for your hard work and dedication, especially our long-time employees.

So much has changed in the past few years.
Even as we have exited the pandemic, there is still uncertainty around the world and in our economy.
These are times of great change,
and we must change also.

I believe that in times like these,
it’s important to focus on Brand Value Management.

Many of our challenges in the past few years have arisen because
we have neglected to build our brand value.
At heart, our brand is our company, and our company is our brand.
We must maximize our brand value.
As we build compelling brands,
we can take on new challenges,
reach bigger markets,
and satisfy our always changing customers.

I believe the challenge begins with the “Customer Experience Transformation.”
We have to listen carefully to our customers,
asking questions and understanding their preferences and values.
They are at the heart of everything we do,
and we must continue to strive to surpass their expectations,
elevating the experiences they have with our brands to a higher level.
And we must never stop.

This customer-centric approach is a mindset we all must adhere to.
If each of us undertakes this approach in our own respective role,
we will all become a Brand Talent,
and be capable of deeply understanding our customers lifestyles
and meeting their expectations.

Building on this, we must embrace new challenges in around the world.
We are looking at high-potential, high-growth markets,
primarily the U.S., as well as the U.K., Canada, and Mexico.
We have many fans in countries around APAC,
including Japan and Taiwan,
and we must continue to meet our challenges there also.

China will continue to be the most important market,
where beauty brands from around the world compete.
The challenge ahead is daunting,
but we must stay humble and dedicate ourselves to understanding and moving our customers,
and once again proving our competitiveness.

I know that if we do these things,
and face our challenges together,
our entire Team AMORE will grow as a Global Talent.

We must also leverage our “Digital” skills to communicate and increase sales.
We need to understand Customer Reviews and Data better than anyone.
We need to communicate with our customers with care,
creating relatable content that resonates in every region,
and across a variety of channels and media.

For example,
if customerswant to engage with short-form content,
then we must adapt our approach to them.
From marketing and sales, to R&I, SCM, design,
and across all our support organizations.
Everyone should build their digital skills and feel comfortable using digital technology.
If we achieve this together,
then everyone at Team AMORE will grow into a Digital Talent.

The global paradigm is shifting.
It is a time of great opportunity for the ones who arewilling to face the challenges.
We too shall be bold,
and dive into the sea of change,
growing together to reach an even greater ocean of possibility.

In that spirit,
let's cultivate and unleash the “Dynamic Capability” within each of us.
As a team,
let's be an ultra-agile organization that seeks a great transformation
that keeps pace with our customers and the changing times.

Together,
we can usher in a new “Age of Exploration” for beauty,
an exploration that we will lead.

Together,
we will all thrive as Team AMORE grows into a global talent made to meet this new era.

And, when the pace of change feels overwhelming,
please think of our AP MUST-DO INITIATIVE.
These are our guiding principles,
like a shoreline that keeps a ship from sinking in a storm.

They are made to keep us calm amidst the chaos of our business environment
and the enormous mix of opportunities and challenges.
These ten core principles will help everyone at Team AMORE navigate safely.

And remember,
it was Team AMORE that initiated and led the K-beauty trend!

Let’s maintain and develop it further.
Let's imagine a future where we challenge global markets
and create a true brand company together.

Your growth will be company's growth,
and your futurewill be company’s future.

I am confident that youwill be the ones
who make the world a more beautiful place.

I’m counting on your support and participation.
Let’s grow together!