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AMOREPACIFIC Tells a Story about Jeju

Company 2011-02-22

Today (Feb. 17, 2011), AMOREPACIFIC Corp. (President and CEO, Suh Kyung-bae) signs Memorandum of Understanding (MOU) with the Storytelling Research and Development Center of Jeju National University in order to facilitate the promotion of "the Storytelling Contents Development Project for the Restoration of Jeju Exile Culture as a Green Tourism Attraction", a wide regional economic collaborative project initiated by the Ministry of Knowledge Economy (MoKE).

According to this MOU, both parties will cooperate with each other in carrying out a variety of collaborative works concerning "Chusa Exile Road", a historic site that is under construction as a part of "the Storytelling Contents Development Project for the Restoration of Jeju Exile Culture as a Green Tourism Attraction" and realizing successful publicity activities. "Chusa Exile Road" is a walking path filled with a series of stories about 8 years and 3 months of exile life of Chusa Jeong-hee Kim, a prominent calligrapher and a painter in the late period of Joseon Dynasty as well as a tea enthusiast, in Jeju Island. Its walking route is based on Daejeong and Andeok in Seoguipo city.

Particularly, AMOREPACIFIC plans to make extension of a tea room with an area of 249.54 m2 within "Jeju O'sulloc Tea Museum" (located in Seogwang-ri, Andeok-myeon, Seoguipo city, Jeju, KOREA) to accommodate exhibition hall for artifacts concerning Chusa, such as "Wandang Seonsaeng Haecheonilipsang (阮堂先生海天一笠像)" and "Yeonghae Tauncheob (瀛海朶雲帖)." Moreover, AMOREPACIFIC also plans to install guideposts about "Chusa Exile Road", develop various cultural programs in association with "Chusa Culture & Art Festival" for catching a glimpse of cultural life of Chusa Jeong-hee Kim and "O’sulloc Festival" for experiencing Korean green tea culture with five senses, and promote "Chusa Exile Road" with "O’sulloc Magazine."

"This MOU provides AMOREPACIFIC with a good opportunity to consolidate its cultural contents based on Jeju, while Jeju National University, in turn, has acquired a best assistant in this storytelling contents project concerning the exile culture of Jeju", stated Professor Jin-keon Yang, the president of the Storytelling Research and Development Center of Jeju National University. He also remarked with significance in particular, "We expect to expand major infrastructure such as Chusa’s artifacts and exhibition space, which will contribute to attracting new walking tourists into local cultural sights around the Chusa Exile Road."

 AMOREPACIFIC has played a leading role in the revival of Korean green tea industry on the basis of a deep affection for Korean traditional tea culture. Based on the wonderful natural environment of Jeju Island as a blessed cultivation place of green tea and technical strength of the largest green tea laboratory in Korea, AMOREPACIFIC has produced finest green tea products including O’sulloc, a premium green tea brand of AMOREPACIFIC, and has also made efforts to popularize the decent tea culture of Korea. 

Meanwhile, in 2006, AMOREPACIFIC held a signing ceremony with the Cultural Heritage Administration of Korea for "1 Korean Cultural Assets 1 Jikimi" (Be a Custodian of a Cultural Property) Campaign, and has actively engaged as a cultural assets custodian in the conservation of symbolic historic sites on Korean tea culture (e.g. Chusa exile site). Employees of AMOREPACIFIC have visited the designated historic sites of Jeju every month to implement a variety of activities such as architectural conservation, neighboring environment care and tea tree planting. In addition, AMOREPACIFIC is the first private company that has steadily rolled out independent activities for making and installing environment-friendly guideposts on local cultural assets since 2008 with a view to correctly inform the original value of cultural assets to the public. In 2009, the company carried out a project to improve the design of guideposts around the place of Chusa’s exile. The activities of AMOREPACIFIC in improving the design of guideposts make a new model case for activities of Korean cultural assets custodian.