Amorepacific puts a modern twist on Korean culture in central Seoul

K-campus

Published: 26 Jul. 2023, 07:00

Amorepacific puts a modern twist on Korean culture in central Seoul

K-campus student reporters pose for a photo during a tour of the Amorepacific headquarters in Yongsan District, central Seoul, in late June. [PARK SANG-MOON]

The Amorepacific Headquarters in Yongsan District, central Seoul, is a glass cube-like structure with an empty chamber in the middle that is sure to catch the eye of passersby. Entering the building, you are greeted by busy employees bustling between offices, iced americanos in hand.

Amorepacific is home to over 30 cosmetic companies including major Korean household names like Laneige, Innisfree and Sulwhasoo. The Korea JoongAng Daily student reporters had a chance to visit multiple floors of the Amorepacific headquarters, designed by British Architect David Chipperfield, in late June.

Amorepacific’s headquarters in Yongsan District, central Seoul, is pictured. [RYU JI-HYO]

Yongsan era

“The headquarters were carefully constructed to provide both a creative and relaxing space for workers and a focal point for culture and enjoyment for Yongsan’s local community,” Kim Mi-na, an Amorepacific representative, told the Korea JoongAng Daily's student reporters.

The publicly accessible floors of Amorepacific are home to an art museum, library and a store selling Amorepacific brands.

“The building itself is strategically positioned to face all four of the landmarks of Yongsan from its center, dubbed ‘the core,’” Kim said. “On each of the floors with vacant walls, anyone can enjoy a view of the Han River, Yongsan Park, I’Park Mall and Namsan Tower.”

Student reporter Mireia Martinez tries out foundations at Amorepacific’s headquarters in Yongsan District, central Seoul. [RYU JI-HYO]

Technology meets culture

One reason behind Amorepacific’s success is its close attention to global beauty trends, and technological innovation is one method that helps the company achieve this.

“We found that there is a growing need for cosmetic lines that satisfy every customer’s skin types and shades. So we created a brand that does exactly that,” Kim said.

On the second floor of the headquarters, visitors can use an AI system that detects skin tone and proceeds to give you recommendations of your perfect foundation. Later when you submit your curation, you will receive your custom foundation freshly made.

This technology is different from the typical color-match service that many makeup brands use because the products are made right there on the spot by a professional. With almost 100 combinations of skin tones to match from, customers are guaranteed to be satisfied with their results, regardless of their skin color.

A “Tonework by Me” trial booth allows visitors to create their own foundation shades using AI technology at Amorepacific’s headquarters in Yongsan District, central Seoul. [SOFIA DEL FONSO]

Modernizing tradition

Amorepacific aims to bring some Korean traditions into the modern world through its brands. Traditional beauty brand Sulwhasoo and Korean tea brand Osulloc are two examples of traditional concepts rebranded with a modern touch.

The House of Sulwhasoo Bukchon in central Seoul is a space containing the aesthetics of Sulwhasoo combining traditional cultural elements recreated in a contemporary sense. Student reporters were also invited to visit the brand's 1930s hanok (traditional Korean house) and 1960s yangok (western-style house).

K-campus student reporters tour the House of Sulwhasoo Bukchon in Jongno District, central Seoul, in late June. [PARK SANG-MOON]

When entering the building, visitors are instantly met with a distinct smell that is both woody and floral.

“You are definitely not the first ones to be curious about the scent. There are a lot of people who want to buy it,” said Jang Yea-ji, a Sulwhasoo Ambassador of the House of Sulwhasoo Bukchon. “We’re not selling it or disclosing what it’s composed of but it’s called Yunjojihyang, a scent based on our best-selling product, the Yunjo Essence.”

Visitors are able to tour a 300-meter (984-foot) path through the building while enjoying unique experiences on every corner reflecting the aesthetics of Sulwhasoo. On Tuesdays and Thursdays, a docent can also provide insights for customers, but the service needs to be reserved on Naver.

K-campus student reporters test the makeup products at the House of Sulwhasoo Bukchon in Jongno District, central Seoul. [SOFIA DEL FONSO]

“Sulwhasoo is unlike any other beauty brand because of its long history,” said Kim Bo-hye, another Sulwhasoo Ambassador present during the tour. “Because it is the first beauty brand of Korea, the first to develop ginseng as a beauty ingredient and the first to introduce ginseng as a cosmetic ingredient to the United States in 1973. These three decades of history guarantee authenticity for K-beauty enthusiasts."

However, Sulwhasoo’s brand image was that it was for the older generation of Koreans and faced difficulty in appealing to millennials and Generation Z. This is when it attempted a more contemporary rebranding through appointing Blackpink’s Rosé as its global ambassador, changing the brand’s logo into English and shifting the composition of its products to better fit the modern eye.

“Unlike Korean customers that already have an idea of Sulwhasoo’s products, most international customers don’t. They first visited our flagship store because of Rosé's visit here,” Kim Bo-hye said.

“They grow interest in the products and eventually grow a liking to the products. Some Koreans might think that the international audience would feel reluctant to try our traditional medicinal smells, but based on my experience here, I found that they actually prefer our products because of that characteristic.”

Sulwhasoo products come in containers inspired by Joseon Dynasty (1392-1910) moon jars. To reinforce the display of Korean tradition, there is even a bojagi (traditional wrapping cloth) gift-wrapping service.

A “Tangerine Bukchon Sling” cocktail set served at Bar Sulloc of the Osulloc Teahouse Bukchon inside the House of Sulwhasoo Bukchon in Jongno District, central Seoul [MIREIA MARTINEZ]

The Osulloc tea brand is another part of Amorepacific’s traditional offering to the global market.

The Osulloc Tea House Bukchon provides visitors with the opportunity to savor try Korean teas. Visitors can order tea sets that may include specialty cocktail teas and finger foods.

BY STUDENT REPORTERS SOFIA DEL FONSO, MIREIA MARTINEZ AND RYU JI-HYO [kjd.kcampus@joongang.co.kr]