CreatripTeam

AmorePacific will operate a K-Beauty Pavilion with an “innovation” theme at the APEC CEO Summit spouse program held in Gyeongju’s Hwangryongwon (황룡원) from Oct. 28–31. The pavilion showcases the company’s research, distinctive ingredients and brand heritage through hands-on experiences. Sulwhasoo (설화수) offers a holistic beauty class using 60 years of ginseng science where participants make a ginseng bath product; Hera uses AI skin-tone diagnostics to create custom foundations and lip products on-site; and O’Sulloc (오설록) runs a matcha (말차) station for guests to blend and taste fresh matcha beverages. Other AmorePacific brands—Laneige, Iope, Esthe Rae (에스트라), COSRX, and MakeON—will display representative products developed from dermatological research. A Hera makeup artist will stage a live makeup show on Oct. 29. AmorePacific says the event is a meaningful opportunity to introduce K-Beauty’s long-standing research and innovations to global business leaders and their spouses.