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| yna@yna.co.kr 2026-03-12 09:03:43
SEOUL, March 12 (Yonhap) -- Amorepacific said Thursday it will accept applications from March 9 to April 15 for the 17th edition of the Amorepacific Brand Challenge.
The Amorepacific Brand Challenge is a marketing competition for university students in which participants define brand-related challenges and propose ideas based on insights into "New Beauty."
Launched in the early 2000s for South Korean university students, the program has been held 16 times through 2025 and has recently evolved into a global initiative involving overseas participants.
After expanding eligibility to students in the United States and Japan last year, the competition will also include participants from Singapore and the United Kingdom this year, aiming to discover next-generation talent that can lead changes in the global beauty industry.
This year’s Brand Challenge is designed to identify global talent interested in K-beauty, branding, marketing and content creation while expanding Amorepacific’s talent pool for future growth.
Participants will choose one of Amorepacific’s key brands — Laneige, Etude, Innisfree or COSRX — and propose ideas to strengthen the brand’s identity and activate its community.
Through the process, participants will deepen their understanding of global markets and consumers while gaining practical experience solving real business challenges.
University students wishing to participate must submit an application as a three-member team.
The preliminary round will be held online in June, while the final round is scheduled for Aug. 26 at Amorepacific’s headquarters in Seoul. Evaluation will be conducted collectively for all participating teams across countries.
The grand prize winner will receive 10 million won (US$7,500), while two teams will each receive 5 million won for the excellence award and three teams will each receive 3 million won for the merit award.
For overseas teams that advance to the finals, the company will cover all expenses required for visiting South Korea, including airfare and accommodation.
Additional benefits include exemption from the document screening stage when applying for entry-level positions, opportunities to participate in the company’s internship program and additional points when applying for positions at its overseas subsidiaries.
An Amorepacific official said the Brand Challenge is designed to identify talent that will lead the global market and help build the company’s future competitiveness.
"We hope university students around the world who are passionate about beauty and marketing will experience meaningful challenges and growth together with Amorepacific," the official said.
For details about the campaign: https://brandchallenge-amorepacific.com
jwc@yna.co.kr
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