HangzhouJune 1, 2026 /PRNewswire/ — From May 30 to 31, the “Korea: Every Moment, Every Beauty” themed roadshow, hosted by the Korea Tourism Organization, kicked off at Hangzhou Chengxi Intime, presenting Korea’s cultural and tourism trends through three dimensions: “Beauty, Taste, and Charm.” As a representative K-Beauty enterprise, Amorepacific brought its six flagship brands—Sulwhasoo, Laneige, Ryo, Innisfree, Aestura, and Hera—to the event’s “Morning Zone,” creating a platform for bilateral aesthetic exchange between China and Korea through immersive beauty experiences, creative social media interactions, and stage beauty and skincare shows. With beauty as a bridge, Amorepacific continues to deepen the shared narrative of beauty and cultural consumption between the two countries.
EncounteringK-Beauty Charm: Unlocking New Trends in Fashion Beauty at One Stop
Stepping into the exhibition area, creative signage, magazine pictorials of brand ambassadors, and vibrant dopamine tones interweave to create a corner that invites visitors to slow down. For consumers coming to experience it, this feels like a creatively discovered beauty pit stop on a street corner in Seoul during a trip to Korea.
Centered on the event’s theme, Amorepacific crafted a “Travel Beauty Guide” with its six brands, using the morning as a prologue to depict beautiful moments along the journey. Addressing the environmental changes skin faces during travel, Sulwhasoo’s Timetreasure Invigorating Cream provides deep repair with ginseng essence, Innisfree’s Green Tea Ceramide Repair Watery Serum offers a refreshing start to the day’s vitality, and Aestura’s Daily Moisture Barrier Repair Cream builds a stable defense for sensitive moments. For flawless makeup on the go, Hera’s Black Cushion (3rd Generation) serves as a reliable touch-up companion with its lightweight coverage and long-lasting finish. During travel breaks, Ryo’s Hair Oil (Seoul Sunset Scent) adds a touch of ritualistic nourishment to hair, while Laneige’s Lip Sleeping Mask (Strawberry Cake Flavor) provides intensive overnight care, rounding off lip care during the journey with a soft finish.
Amorepacific showcases popular products from its six flagship brands at the Korea Tourism Organization’s Hangzhou roadshow
In terms of scene-based experiences and interactive activities, the exhibition area featured a creative photo spot with Seoul landmark signage, attracting many citizens to stop and take photos, experiencing the new Korean aesthetic brought by Amorepacific. Additionally, on-site interactive gifts and lightweight social media engagement brought the brand closer to consumers, achieving a two-way connection between offline experiences and online sharing.
Amorepacific’s “Morning Zone” attracts many Hangzhou consumers to stop and take photos
Moreover, the main stage featured highlights including a Hera fashion makeup show and a Sulwhasoo luxury skincare show. The Hera makeup show, centered on “Seoul Aesthetics,” invited a Korean celebrity makeup artist to showcase the latest makeup trends from Seoul’s streets and stages. The Sulwhasoo skincare show, rooted in luxury care, demonstrated a complete ritual from cleansing to nourishment based on the brand’s over 60 years of ginseng research. These two distinct shows, spanning from makeup to skincare and from individual style to scientific luxury care, fully showcased the professional expertise and aesthetic depth of K-Beauty represented by Amorepacific.
Hera makeup show interprets “Seoul Aesthetics” makeup trends
Exploring Beauty Crossovers: Scene-Based Construction of a New China-Korea Lifestyle
This cross-border collaboration with the Korea Tourism Organization’s roadshow marks another innovative attempt by Amorepacific in “beauty + scene-based experiences.” For a long time, the company has gone beyond product offerings, deeply cultivating the integration of Chinese and Korean cultural consumption, continuously breaking industry boundaries, innovating diverse immersive experience scenarios, and promoting the deep adaptation and two-way integration of Korean aesthetics with local lifestyles.
In exploring scene-based beauty experiences, the company has deployed diverse innovative approaches. In early 2026, Sulwhasoo launched the “Seoul Exclusive City Walk” activity, using Korea’s artistic and aesthetic landmarks to outline a walkable brand experience route, attracting Chinese consumers to spontaneously explore the brand’s aesthetic origins and cultural foundations on Seoul’s streets. In April, Laneige partnered with local cultural travel brand Rice Travel, embedding beauty experiences into Jeju Island travel scenarios—addressing real needs like instant repair after outdoor sun exposure and skin rescue after nighttime entertainment—allowing products to deliver value during tangible travel moments. Amorepacific weaves brand stores, Korean culture, and contemporary aesthetics into a walkable experience path, using beauty as a thread to connect multiple facets of Chinese and Korean lifestyles, unfolding the interplay of humanity, nature, and art layer by layer, and reshaping how people perceive a city.
Sulwhasoo’s “Seoul Exclusive City Walk” activity
From Seoul’s streets to Hangzhou’s roadshow, from beauty stages to cultural life, Amorepacific is consciously shifting beauty from “product use” to “scene co-creation.” Over the years, Amorepacific has consistently stood at the forefront of China-Korea cultural exchange, continuously introducing cutting-edge beauty concepts and global beauty trends, innovating two-way aesthetic experiences, and upgrading its role from a “beauty exporter” to a “cultural co-creator.” Looking ahead, Amorepacific will continue to deepen beauty scene innovation, exploring diverse cultural consumption ecosystems such as “beauty + tourism,” “beauty + social,” and “beauty + trends” between China and Korea, promoting the deep integration of lifestyles in both countries and activating new vitality in cultural consumption.