Amorepacific Group is accelerating its global market strategy as it marks its 81st founding anniversary, with Chairman Suh Kyung-bae reaffirming the company’s New Beauty vision at a ceremony held September 4 at its headquarters in Yongsan-gu, Seoul. Suh said customer-centricity and a pioneering spirit had driven the company’s 81-year history, while digital distribution, platform-led commerce and rising interest in K-culture have intensified competition and shortened market cycles. Building on the five strategic priorities announced at last year’s 80th anniversary, the group is focusing this year on expanding global markets, broadening its beauty businesses and improving work processes. It plans to move beyond skincare into haircare and broader wellness, strengthen biotechnology-based product development, and expand AI (artificial intelligence) across operations to improve execution speed and productivity. Amorepacific Group, established in September 1945, aims to reach sales of 15 trillion Korean won by 2035 and become a global beauty and wellness company.