This year marks the 45th anniversary of China's reform and opening-up, and to celebrate that milestone the country is ramping up efforts to integrate with the global community through an open mindset while exploring new channels for international economic and trade cooperation to enhance its influence on the world stage.

Amorepacific, a globally renowned cosmetics giant, has been in the Chinese market for 31 years amid the deepening of the country's reform and high-level opening-up. By participating in the China International Import Expo, or CIIE, for six consecutive years, the South Korea-based company has gained a more profound understanding of the country's macro policies, industry development and consumer trends.

Amorepacific is demonstrating its steadfast confidence in the Chinese market and mapping out plans in such key aspects as customer-oriented product innovation, digital transformation and sustainable development.

Shine on CIIE

Themed with "Wisdom and Goodness, Beauty for the Future", Amorepacific's booth at the ongoing sixth CIIE in Shanghai showcases the group's achievements in the fields of green beauty and research and development over the years, with more than 800 products and over 10 new items under its major brands Sulwhasoo, Laneige, Innisfree, Mamonde, Ryo and Miseen-Scene.

At this year's expo, Amorepacific has created an aesthetic space that integrates natural inspiration with modern technology. Covering 504 square meters, the open exhibition area incorporates unique aesthetic values under the concept of "Journey of Beauty", retracing and savoring the company's original intentions, accomplishments and vision of creating a more beautiful world for more than 70 years.

Using curved design elements, the booth includes Exploration of Origins, Appreciating the Present and Shining the Future as its three core areas. The gentle and flowing curves bring a novel visual experience to visitors, increasing the fun of the space and allowing them to embark on the "Journey of Beauty "in an immersive manner.

The booth's History Zone reproduces the most popular makeup styles with products of each decade from the 1950s to the present with a row of retro light boxes; the Product Display Zone showcases star products leading the trend in Asia; the Cutting-edge Beauty Technology Zone provides a comprehensive view of innovative patented ingredients and beauty technology under the New Beauty vision; and the Green Beauty Zone presents the carbon footprint of products throughout their life cycle as well as five sustainability commitments.

There is also an exhibition area for award-winning works, in which Amorepacific displays its outstanding achievements in products, packaging, communication and dissemination, and the Shining the Future Zone specially creates a healing space for visitors to rest, with the outer layer covered in moss and the interior playing a series of creative videos produced by the group's incubated visual team Healing Times.