CreatripTeam

Amorepacific will operate a K‑Beauty pavilion at the APEC CEO Summit spouse program in Gyeongju from Oct. 28–31, themed around “innovation.” The pavilion lets global CEOs and their partners experience the company’s research, unique ingredients, and brand heritage. Sulwhasoo (a premium Korean skincare brand) will highlight 60 years of ginseng science with a holistic beauty demo and a class to make ginseng bath sachets. Hera will offer AI-based skin tone diagnosis and on‑site customization and immediate production of foundation and lip products. O’sulloc will run a matcha (green tea) station for fresh blending and tasting. Other Amorepacific brands on display include Laneige, Iope, Estra, COSRX, and Makeon, with a Hera makeup show led by the brand’s makeup artist on Oct. 29. The company says the event is a meaningful chance to present over 80 years of K‑Beauty research and accelerate the global spread of Korean beauty innovation.