SHENZHEN, ChinaJune 23, 2026 /PRNewswire/ — From June 16 to 21, 2026, the “Fun Korea, Infinite Joy • 2026 Korea-China Culture and Tourism Exchange Carnival” series of events, co-organized by the Korea Tourism Organization, the Shenzhen Futian District Government, and APEC China 2026 among other institutions, grandly opened. Coinciding with the 2026 “APEC China Year,” this event, as a key component of APEC city cultural exchanges, used Korean beauty, K-pop, and cuisine as core interactive mediums to create a cross-border Korea-China cultural experience extravaganza.
As a leading Korean beauty company, Amorepacific was invited to deeply participate in this event, setting up an immersive K-Beauty experience space featuring its six major brands: Sulwhasoo, Laneige, Ryo, Innisfree, Aestura, and Hera. Using beauty as a bridge, it built a dialogue platform for the Korea-China beauty industry and cultural consumption, injecting a unique narrative of beauty into Korea-China people-to-people exchanges under the APEC framework.
Amorepacific debuts at Shenzhen Korea-China Cultural Carnival
An Immersive Journey of Beauty Discovery, Unlocking New K-Beauty Skincare Experiences
When the invitation for the “K-Beauty Power Tour” was issued, a journey of beauty discovery began. Stepping into the Amorepacific experience space, visitors are immediately greeted by a sightseeing train station platform that blends Korean cultural and tourism charm with modern aesthetics. The overall space is designed with the concept “Depart from Shenzhen, Encounter the Beauty of Korea,” condensing a complete travel experience into a themed train station. As brand ambassador posters unfold sequentially on the back of the platform, it feels like an invitation from celebrity guides, leading consumers to embark on this beauty pilgrimage.
Inspiration for the journey bursts forth from rolls of “scenic film.” On the platform, iconic Korean landscapes—the tranquility of Bukchon Hanok Village, the romance of N Seoul Tower, and the vastness of Busan’s coastline—are vividly captured. This meticulously curated “Korean Beauty Travel Guide” cleverly incorporates Amorepacific’s local experience spaces, transforming people’s longing for distant places into a tangible travel blueprint. To enrich the on-site experience, a nearby mirror interactive installation reflects images of the sky and crowds, attracting many consumers to stop and take photos. Meanwhile, exclusive gifts were prepared on-site, naturally facilitating two-way communication between the brand and consumers through a series of fun social media interactions like the “Shovel Shovel Fun” game.
Amorepacific’s ‘K-Beauty Power Tour’ themed platform draws crowds all day, attracting many Shenzhen consumers to stop and take photos
A reliable companion for a wonderful journey is nothing less than a carefully prepared beauty travel kit. In the orange and purple platform symbolizing day and night, Amorepacific provided comprehensive care for every moment of the journey: Innisfree Green Tea Ceramide Repairing Watery Serum, with its clear and hydrating texture, kickstarts skin rejuvenation during the trip; Aestura Daily Moisture Barrier Cream calmly copes with outdoor temperature changes and environmental stimuli, fortifying the skin’s defenses “on the road”; Hera Black Cushion (3rd Generation) creates a long-lasting makeup look with a single application, easily meeting the needs of all-day photo-taking; Sulwhasoo Concentrated Ginseng Renewing Cream uses ginseng essence to deeply repair tired skin after travel; Ryo Moisture & Strength Fragrance Hair Oil Serum (Seoul Sunset Scent) deeply nourishes hair strands, adding a gentle ritualistic touch reminiscent of sunset afterglow to travel care; finally, Laneige Lip Sleeping Mask (Strawberry Cake Flavor), with its three-layer balm design, adds a soft, healing, and sweetly playful touch. This train is满载 with imagination for a beautiful journey, and Amorepacific invites every beauty explorer to embark together.
Seizing the APEC Exchange Opportunity, Activating New Vitality in Korea-China Beauty Consumption
This deep participation in the “Shenzhen Festival Avenue Hello World” event is an important practice for Amorepacific to promote Asia-Pacific cultural exchanges using beauty as a bridge during the APEC China Year. Through vivid, scenario-based experiences, the company makes K-Beauty a cultural language connecting Korea-China aesthetics, lifestyles, and emotional resonance.
Against the backdrop of the continuously upgrading Chinese consumer market, Amorepacific always keeps its finger on the pulse of local lifestyles, constantly exploring new forms of beauty experiences. For example, in Korea, the company creates in-depth traceability journeys for Chinese consumers: In early 2026, Sulwhasoo launched the “Seoul Exclusive City Walk” event, attracting consumers to explore the brand’s aesthetic origins and cultural undertones on the streets of Seoul; in April, Laneige partnered with local cultural travel brand “Strawberry Travel” to integrate beauty experiences into Jeju Island travel scenarios, allowing product value to be conveyed during consumers’ perceptible travel moments. In the domestic market, the company is committed to bringing Korean aesthetics and culture closer to consumers: In May this year, the company appeared at the Korea Tourism Organization’s Hangzhou Roadshow, creating an immersive cultural tourism experience themed “Travel Beauty Guide”; now moving to Shenzhen, from East China to South China, from cultural tourism scenarios to urban carnivals, Amorepacific continues to expand the boundaries of Korea-China cultural exchanges, integrating beauty experiences into the cultural fabric of different cities.
Amorepacific appears at Korea Tourism Organization Hangzhou Roadshow
The event coincided with the mid-year 618 shopping festival. Amorepacific leveraged online and offline resources to deeply integrate cultural experiences with consumption conversion. After experiencing products from the six brands on-site, consumers could scan QR codes to directly access the brands’ official e-commerce platforms and enjoy exclusive discounts, achieving a seamless “offline experience, online purchase” connection. Meanwhile, to extend the wonderful on-site experience to the cloud, the company’s brand Aestura launched a live broadcast on Douyin from June 16 to 18, interacting with online viewers in real-time. This innovative model of “cultural引流 + experience conversion” not only effectively activated new vitality in beauty consumption but also achieved a dual enhancement of brand value and market reputation.
Through a series of cross-city immersive aesthetic practices, Amorepacific is continuously expanding the value boundaries of beauty, deeply integrating the essence of Korean aesthetics with local needs to provide consumers with beauty products and experiences that combine technological power and cultural sensibility. Looking ahead, the company will continue to uphold its vision of “Create New Beauty,” and in China, its core global strategic market, drive brand experiences to deeply integrate into urban cultural events, cultural tourism scenarios, and trendy lifestyles. This will make the beauty experience a daily language connecting people with culture, and cities with a better life, continuously contributing beauty power to Korea-China economic, trade, and cultural exchanges.