Amorepacific holds ‘metaverse’ event for 76th anniversary

Amorepacific hosted an online event for its 76th anniversary

Korean beauty company Amorepacific hosted an online event to celebrate its 76th anniversary last week. The company described the online event as taking place in the metaverse, which featured a re-creation of the main facilities of Amorepacific’s headquarters that could be toured virtually.

Amorepacific employees in Korea and abroad were invited to the three-day festival, which ran from September 1 to 3.

Participants were able to leave congratulatory messages for employees receiving long-term service awards and could take part in games, including a corporate history quiz, an escape room game and a heritage treasure hunt.

On September 3, Amorepacific Chairman and CEO Suh Kyungbae delivered a speech celebrating the company’s anniversary and recognized long-serving employees. In the video message he discussed the company’s “New Beauty” vision. The plan will see the company focus on the growth of ‘bio and derma cosmetics’, as well as the wellness category to expand business into what the company calls “Life Beauty.” Additionally, Amorepacific will concentrate on providing personalized beauty solutions using its customer data and technology.

Amorepacific Chairman and CEO Suh Kyungbae delivered a message celebrating the company’s 76th anniversary