Amorepacific is officially accepting applications for the '17th Amorepacific Brand Challenge' from March 9 through April 15.

The Amorepacific Brand Challenge is a collegiate marketing competition where participants define brand challenges and propose innovative ideas rooted in insights into 'New Beauty.' Having originated in the early 2000s exclusively for university students in Korea, the event celebrated its 16th iteration as of 2025 and has recently evolved into a truly global program encompassing international scholars. Following the expansion of applicant eligibility to the United States and Japan last year, this year's challenge broadens its horizons to include Singapore and the United Kingdom, embarking on a quest to discover the next generation of talent poised to lead the transformation of the global beauty landscape.

This year's Brand Challenge is designed to unearth global talent passionate about K-Beauty, branding, marketing, and content creation, thereby expanding the talent pool that will help drive Amorepacific's future growth. Participants will select one of Amorepacific's flagship brands—LANEIGE, ETUDE, INNISFREE, or COSRX—and conceptualize ideas to sharpen brand identity and invigorate communities. Through this immersive process, participants will deepen their comprehension of global markets and consumers while acquiring invaluable, hands-on experience in resolving real-world business challenges.

University students wishing to participate may submit their applications in teams of three. The preliminary round will be conducted online throughout June, culminating in finals scheduled for August 26 at the Amorepacific Global Headquarters. The evaluation process will be conducted comprehensively, encompassing all participating teams from across the globe.

The Grand Prize of KRW 10 million will be awarded to one winning team, while the Excellence Award teams (2 teams) will receive KRW 5 million each, and three Runner-up Award teams will be granted KRW 3 million each. For international teams advancing to the finals, all expenses necessary for their visit to Korea, including flights and accommodations, will be fully subsidized. In addition, both domestic and international participants will be offered a suite of special benefits, such as an exemption from the initial document screening stage during entry-level recruitment, opportunities to apply for the company's collegiate internship program, and the provision of bonus points when applying for positions at Amorepacific's overseas subsidiaries.

A representative from Amorepacific stated, "The Brand Challenge is a strategic initiative to unearth the visionaries who will guide the global market and drive our competitive edge in the future." They added, "We earnestly anticipate that university students from across the globe, armed with passion and innovative ideas for beauty and marketing, will experience meaningful challenges and growth alongside Amorepacific."