Amorepacific Holds Final and Awards for 17th Brand Challenge, Gathering Global Talent
Creatrip Team
20 days ago
Amorepacific hosted the final round and awards ceremony of its 17th global university marketing contest, the ‘Amorepacific Brand Challenge,’ at its Yongsan headquarters in Seoul. From 1,101 applying teams, ten finalists from five countries (Korea, the U.S., Japan, Singapore and the U.K.) competed under a unified judging format. Teams chose one of Amorepacific’s brands—Laneige, Innisfree, Etude, or COSRX—to propose marketing strategies that strengthen brand identity and activate local communities with global student fandoms. Sookmyung Women’s University’s “PPPTeam” won the grand prize for an Etude project; other top prizes went to teams from University of Toronto, Rhode Island School of Design, Ritsumeikan APU, and several U.S., Korean and Singaporean teams. Winners received cash awards (grand prize 10 million KRW; top prizes 5 million KRW each; excellence prizes 3 million KRW each) and travel costs were covered for overseas finalists. Finalists spent about a week at Amorepacific headquarters experiencing brand tours, mentoring, and K-beauty cultural sites (including Bukchon’s Sulwhasoo House and O’Sulloc flagship store). Contest benefits include application exemptions for entry-level positions at Amorepacific, internship opportunities, and bonus points for overseas hires. The company says it will continue expanding participating countries to grow the event as a global talent platform.
