Amorepacific, K-campus partner to boost reach

K-campus

Published: 26 Jul. 2023, 07:00 Updated: 26 Jul. 2023, 09:31

Amorepacific, K-campus partner to boost reach

A student tries Amorepacific's Hera Silky Stay Custom Match service, which customizes a foundation that matches the user's skin tone. [PARK SANG-MOON]

The Korea JoongAng Daily's K-campus partnered with Amorepacific for the first "K-campus x Amorepacific Student Ambassador" program, inviting international students to visit the company's key branded sites and create content.

A total of 15 students part of the K-campus student reporter program participated.

They were split into four groups, with two groups sent to Amore Seongsu in Seongdong District, eastern Seoul, and the other two to the House of Sulwhasoo Bukchon in Jongno District, central Seoul, to produce articles, videos and reviews. All of the students visited Amorepacific's headquarters in Yongsan District, central Seoul, for a company tour to learn about the corporate culture and history.

Further reporting opportunities were given to the students, with one winning group from each tour traveling to Jeju Island on July 20 and July 21 to see Amorepacific's Osulloc Tea Museum and tea fields.

Eight students visited Amore Seongsu on June 23 to try the company's lipstick and foundation customization services, known as the Lip Picker and Hera Silky Stay Custom Match. Over 1,500 products by Amorepacific brands, such as Espoir and Innisfree, were displayed at the venue for the students to try.

"The most memorable thing about my trip to Seongsu was to see how skincare and cosmetics are presented in a way that it becomes an experience to the person who's visiting," Claudia Patino Pichaud, part of the group that visited Amore Seongsu, said. "As someone who's become interested in skincare only after living in Korea, there's still a lot that I don't know about, so being able to test the products was really helpful."

"We received a lot of guidance and feedback from our mentor, and I feel that everything we learned in the last few months came together through this project and competition. Also, I enjoyed collaborating with students from other countries, universities and majors."

Students visiting the House of Sulwhasoo Bukchon in Jongno District, central Seoul, listen to a docent giving a tour. [PARK SANG-MOON]

Other students visited the House of Sulwhasoo Bukchon on June 27. Resembling a hanok, or a traditional Korean home, the flagship store displays Sulwhasoo products that were sold in the 1970s but also allows visitors to try all of Sulwhasoo's current products.

Docent tours were given to the students in English, with students avidly asking questions they had and clarifications needed for their articles.

"I think I learned a lot from the brand, but also how to improve my teamwork skills when it comes to writing," Mireia Martinez, a member of the group that went to the House of Sulwhasoo Bukchon, said. "I have also never decided the structure of a reels video before in such detail, so I think that was really fun."

K-campus is a brand by the Korea JoongAng Daily that creates content that helps international students navigate life in Korea. The student reporter program is one of K-campus's projects that offers mentorship to university students interested in journalism and gives them an opportunity to publish their articles on the Korea JoongAng Daily and the K-campus website.

BY LEE TAE-HEE [lee.taehee2@joongang.co.kr]