CreatripTeam

Amorepacific and LG Household & Health Care presented K-beauty to global leaders at a side event of the APEC CEO Summit held at Gyeongju’s Hwangryongwon through Oct. 31. Amorepacific ran a “K-Beauty Pavilion” highlighting research-driven brands like Sulwhasoo, Hera, Laneige and IOPE with hands-on tech and ingredient experiences: Sulwhasoo led a ginseng bath-salt (insam) workshop, Hera offered AI skin-tone diagnostics and bespoke foundation and lip products, and O’Sulloc provided a matcha (malcha) blending station; a Hera makeup show was also held. LG H&H operated “The Whoo Art Heritage Lounge,” letting VIPs experience the luxury brand’s royal court (gungjung) heritage and flagship product Hwanyugo, smell wild ginseng (sansam), and taste traditional teas made with ginseng and omija. The lounge included demonstrations by a Seoul-designated intangible cultural heritage lacquerware artisan, mother-of-pearl norigae (traditional accessory) making, and a 14-sided dice game (jureonggu), offering multi-sensory encounters with Korean beauty and court culture.