▲ This photo provided by Amorepacific on May 8, 2026, shows the annual "All About Amore" event set up at its headquarters in central Seoul. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, May 8 (Yonhap) -- Amorepacific said Friday it successfully held its annual "All About Amore" event at its headquarters in central Seoul the previous day.

Now in its fifth year, "All About Amore" is the company's flagship annual event aimed at strengthening collaboration with key e-commerce partners.

This year's event was held over two days, May 6-7, and expanded its invitation list beyond merchandise planners and distribution officials to include VIP customers of Amoremall, the company's online shopping platform.

▲ This photo provided by Amorepacific on May 8, 2026, shows the annual "All About Amore" event set up at its headquarters in central Seoul. (PHOTO NOT FOR SALE)(Yonhap)

On the first day, about 240 merchandise planners and distribution officials from major e-commerce platforms, including Naver, Kakao and Coupang, attended the opening session at the company's Amore Hall.

Amorepacific Chief Executive Officer Kim Seung-hwan said in a welcoming speech that the company is strategically strengthening cooperation with platforms in preparation for the era of AI commerce.

"We will continue to shape the innovative future of K-beauty together with our e-commerce partners," Kim said.

The program also featured brand presentations and talk concerts highlighting successful collaboration cases, along with sessions introducing the technological capabilities and platform partnership achievements of MakeON, Amorepacific's AI beauty device brand.

On the second day, around 500 Amoremall VIP customers selected through a lottery participated in the event.

Visitors experienced new and signature products from more than 20 major Amorepacific brands at various brand zones and took part in makeup and beauty content programs designed to share each brand's identity and philosophy.

At "Amore Garden," a central courtyard located on the fifth floor of the headquarters building, the company offered photo zones, catering services and networking programs to provide participants with a comfortable and stylish experience.

The event also served as a venue for practical collaboration discussions and relationship-building among merchandise planners, Amorepacific brand managers and e-commerce employees.

Kim Kyung-yeon, vice president of Amorepacific's e-commerce unit, said this year's event was especially meaningful as it was the first to include not only e-commerce partners but also key Amoremall customers.

"We will continue creating more differentiated customer experiences at the points where platforms and customers connect," Kim said.

jwc@yna.co.kr

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