{"id":23370,"date":"2026-03-20T09:00:12","date_gmt":"2026-03-20T00:00:12","guid":{"rendered":"https:\/\/dev.stories.amorepacific.com\/en\/?p=23370"},"modified":"2026-03-24T15:27:59","modified_gmt":"2026-03-24T06:27:59","slug":"amorepacific-true-strength-lies-in-dynamic-motion","status":"publish","type":"post","link":"https:\/\/dev.stories.amorepacific.com\/en\/amorepacific-true-strength-lies-in-dynamic-motion\/","title":{"rendered":"True Strength Lies in Dynamic Motion"},"content":{"rendered":"<div class=\"wp-post-series-box series-ceomessageen wp-post-series-box--expandable\">\n\t\t\t<input id=\"collapsible-series-ceomessageen69d6b1420059d\" class=\"wp-post-series-box__toggle_checkbox\" type=\"checkbox\">\n\t\n\t<label\n\t\tclass=\"wp-post-series-box__label\"\n\t\t\t\t\tfor=\"collapsible-series-ceomessageen69d6b1420059d\"\n\t\t\ttabindex=\"0\"\n\t\t\t\t>\n\t\t<p class=\"wp-post-series-box__name wp-post-series-name\">\n\t\t\tThis is post 2 of 2 in the series <em>&ldquo;CEO Insight&rdquo;<\/em>\t\t<\/p>\n\t\t\t<\/label>\n\n\t\t\t<div class=\"wp-post-series-box__posts\">\n\t\t\t<ol>\n\t\t\t\t\t\t\t\t\t<li><a href=\"https:\/\/dev.stories.amorepacific.com\/en\/lets-open-the-new-age-of-discovery-with-team-amores-pioneering-spirit\/\">Let\u2019s Open the New \u2018Age of Discovery\u2019 with Team Amore\u2019s Pioneering Spirit<\/a><\/li>\n\t\t\t\t\t\t\t\t\t<li><span class=\"wp-post-series-box__current\">True Strength Lies in Dynamic Motion<\/span><\/li>\n\t\t\t\t\t\t\t<\/ol>\n\t\t<\/div>\n\t<\/div>\n<div class=\"stories_column_wrap coulumn bgf2\" style=\"padding: 3%;\">\n<div class=\"responsive_txt coulum-flex\" style=\"align-items: center;\">\n<div class=\"tx-ic\">\n<p class=\"fz20 fw600 lh12\"><img decoding=\"async\" class=\"icon\" style=\"max-width: 70px;\" src=\"https:\/\/stories.amorepacific.com\/wp-content\/uploads\/2024\/12\/AS-241218_CI-IMG01.png\" \/> <span style=\"line-height: 2;\">\u201cTeam Amorepacific,<br \/>\n<br \/>This is Kyungbae Suh.\u201d<\/span><\/p>\n<\/div>\n<div>\n<p>We have all witnessed moments when the perception of a brand suddenly improves. These moments are often driven not by a brand&#8217;s meticulous planning, but by the initiative of customers and the public. At times, it seems to be a matter of coincidence or pure luck. It can feel like something happening in a realm beyond the brand&#8217;s control.<\/p>\n<p>However, dismissing them as simple serendipity is a mistake. On the ground, where our customers are, signals\u2014both profound and subtle\u2014are being generated at this very moment. While some may let these signals pass by unnoticed, others seize upon these faint ripples and take action, forging unprecedented opportunities.<\/p>\n<p>The true power to cultivate success amidst chaos ultimately lies in <strong><u>motion: the ability to astutely discern these signals at every customer touchpoint and swiftly integrate them into our business strategy<\/u><\/strong>. Today, I want to share my thoughts with you on the <strong><u>\u2018Power of Motion\u2019<\/u><\/strong> we must harness in this era of unprecedented change.\n<\/p>\n<\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\" style=\"padding-bottom: 10px;\">\n<div class=\"flex_area flex_text_left\" style=\"padding: 3% 4%; gap: 100px; justify-content: flex-start;\">\n<div class=\"text_area\">\n<div class=\"responsive_txt\">\n<p class=\"fz18 fw600 lh12 border-round inblock taC\" style=\"width: 160px;\">Today\u2019s Index<\/p>\n<\/div>\n<\/div>\n<p><br class=\"onlyM\" \/><\/p>\n<div class=\"text_area\">\n<div class=\"responsive_txt\" style=\"line-height: 2; font-size: 18px;\">\n<ul>\n<li><a href=\"#index-01\">How Swift Motion Leads to Success<\/a><\/li>\n<li><a href=\"#index-02\">From &#8216;Purpose-driven Purchasing&#8217; to &#8216;Discovery-driven Purchasing&#8217;<\/a><\/li>\n<li><a href=\"#index-03\">Explore, Inquire, and Execute Swiftly<\/a><\/li>\n<li><a href=\"#index-04\">True Strength Lies in Dynamic Motion<\/a><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"index-01\" style=\"margin-top: -80px; padding-bottom: 100px;\"> <\/div>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\" style=\"padding-left: 40px;\">\n<p class=\"fz30 fw600 lh12\"><strong><span class=\"fz60 fw500 ftf-grotesk\">1<\/span> How Swift Motion Leads to Success<\/strong><\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p><!-- \uc601\uc0c1 \uc601\uc5ed \uc2dc\uc791 --><\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"img_area\">\n<div class=\"flex_area pic vid_img\" style=\"text-align: center;\">\n<p><!-- \uc601\uc0c11 --><\/p>\n<div style=\"width: 30%;\">\n<div style=\"position:relative; height:570px; overflow:hidden; max-width:100%;\">\n  <iframe src=\"https:\/\/www.tiktok.com\/embed\/v2\/7586923248651095310\" style=\"position:absolute; top:0; left:0; width:100%; height:100%; border:none;\" allowfullscreen><\/iframe>\n<\/div>\n<\/div>\n<p><!-- \uc601\uc0c11 \ub05d --><\/p>\n<p><!-- \uc601\uc0c12 --><\/p>\n<div style=\"width: 70%;\">\n<div class=\"video_area\" style=\"height: 570px;\"><img decoding=\"async\" src=\"https:\/\/stories.amorepacific.com\/wp-content\/uploads\/2025\/05\/as-260311_cm-img01-2_temp\" \/><br \/>\n<iframe src=\"https:\/\/www.youtube.com\/embed\/Wcua0DMG3mw\" width=\"100%\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe>\n<\/div>\n<\/div>\n<p><!-- \uc601\uc0c12 \ub05d --><\/p>\n<\/div>\n<p class=\"side_desc_right\" style=\"text-align: initial; right: -40px; padding-bottom: 42px; top: 0; word-break: keep-all;\">Left: A woman posts an 11-second Dr. Pepper theme song<br \/>Right: Dr. Pepper adopts the TikTok jingle for an actual ad<\/p>\n<p class=\"img_desc_bottom2\">The relationship between a brand and its customers begins with a swift response to the customer&#8217;s signals.<\/p>\n<\/div>\n<\/div>\n<p><!-- \uc601\uc0c1 \uc601\uc5ed \ub05d --><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p>Earlier this year, a woman with a penchant for Dr. Pepper uploaded a brief, 11-second video to her TikTok account. It was an impromptu, hummed melody, yet it rapidly went viral as countless users mimicked her tune. Recognizing this momentum, Dr. Pepper&#8217;s official brand account stepped in. Remarking that it seemed like they had stumbled upon something extraordinary, the brand directly engaged with customers\u2019 voices and amplified them into an official marketing campaign. Crucially, the advertising video explicitly credited the original TikTok creator. By conveying that this narrative was co-created with customers rather than dictated unilaterally, Dr. Pepper was lauded once again as a brand that genuinely respects its customers&#8217; sensibilities.<\/p>\n<p>Let me share another, similar case.<\/p>\n<p>In 2023, a foul ball hit by Shohei Ohtani struck a stadium scoreboard with such force that part of a Coors Light advertisement shattered, leaving a black square on the screen. Following this incident, every time Ohtani stepped up to the plate, the stadium engaged the roaring fans with playful messages displayed on the screen, such as, \u201cWe\u2019re sending you the bill for that, Shohei.\u201d, and\u201cPlease don\u2019t break anything else, Shohei!\u201d Coors Light capitalized on this situation as an opportunity. By mirroring the exact shape of the broken, black square into a new design, they produced fresh advertisements and even released a special &#8216;broken scoreboard edition&#8217; product line, triggering an entirely new wave of viral engagement.<\/p>\n<p>Both cases <strong><u>underscore what is possible when one acts with agility to seize upon unforeseen events.<\/u><\/strong>\n<\/p>\n<\/div>\n<\/div>\n<div id=\"index-02\" style=\"margin-top: -50px; padding-bottom: 100px;\"> <\/div>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\" style=\"padding-left: 40px;\">\n<p class=\"fz30 fw600 lh12\"><strong><span class=\"fz60 fw500 ftf-grotesk\">2<\/span> From &#8216;Purpose-driven Purchasing&#8217; to &#8216;Discovery-driven Purchasing&#8217;<\/strong><\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\" style=\"max-width: 750px; margin: 0 auto;\">\n<div class=\"img_area\">\n<div style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2025\/05\/as-260311_cm-img02_temp.jpg\" \/><\/div>\n<p class=\"side_desc_right\" style=\"text-align: initial; right: -40px; padding-bottom: 100px; word-break: keep-all;\">The consumer culture hashtag on TikTok symbolizing &#8216;Discovery-driven Purchasing&#8217;: &#8216;#TikTokMadeMeBuyIt&#8217;<\/p>\n<p class=\"img_desc_bottom2\">The convergence of content and commerce is intensifying, led by the rise of the SAT triad, increasingly blurring the boundary between discovery and payment.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p>The lexicon of customer communication is evolving. Customers today are far more responsive to co-created narratives than to one-way messaging, often discovering greater authenticity in serendipitous encounters than in meticulously planned campaigns. Moreover, these interactions, engagements, and viral moments predominantly unfold on social media platforms. To truly move our customers, <u>we must be able to recognize that fleeting spark\u2014when a brand and a customer connect\u2014and act on it without hesitation.<\/u><\/p>\n<p>Methods of consumption are similarly undergoing a rapid transformation. In the past, purchasing was driven by recognized needs, followed by comparisons of price and quality. Today&#8217;s consumer, however, frequently stumbles upon products while navigating the digital landscape and makes purchases driven by spontaneous interest. The popular hashtag \u2018TikTokMadeMeBuyIt&#8217; perfectly illustrates this shift.<\/p>\n<p>This is why we emphasize <strong><u>SAT\u2014Social, Amazon, and TikTok. <\/u><\/strong> These platforms are not merely channels where many customers congregate; they are fundamentally transforming the very methods of customer communication and consumption by merging content with commerce. <strong><u>The success or failure of our business hinges on how quickly we can respond to these changes in our customers&#8217; daily lives.<\/u><\/strong> And this ability is like a muscle: it is vital to continuously develop and train it.\n<\/p>\n<\/div>\n<\/div>\n<div id=\"index-03\" style=\"margin-top: -50px; padding-bottom: 100px;\"> <\/div>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\" style=\"padding-left: 40px;\">\n<p class=\"fz30 fw600 lh12\"><strong><span class=\"fz60 fw500 ftf-grotesk\">3<\/span> Explore, Inquire, and Execute Swiftly<\/strong><\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"img_area\">\n<div class=\"flex_area pic vid_img\" style=\"text-align: center;\">\n<div style=\"width: 100%;\"><img decoding=\"async\" src=\"https:\/\/stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2025\/05\/as-260311_cm-img03_temp.jpg\" \/><\/div>\n<\/div>\n<p class=\"side_desc_right\" style=\"right: -72px; text-align: initial; padding-bottom: 34px; top: 0; word-break: keep-all;\">Left: The stadium&#8217;s witty messages that drew cheers from fans after Ohtani&#8217;s foul ball broke the scoreboard<br \/>Right: Coors Light immediately leveraged this delightful, spontaneous moment for marketing<\/p>\n<p class=\"img_desc_bottom2\">From the foul ball incident to commercial production, everything was accomplished in a mere three days.\n<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p>\ud83d\udccc Let us <strong><u>explore opportunities with relentless tenacity.<\/u><\/strong>. We must be diligent observers of customer reviews and feedback. We must look beyond our own perspectives, actively examining issues at our customer touchpoints in real-time through the vantage point of the consumer. Look for clues in the everyday frustrations customers encounter, and pay close attention to unusual customer responses that we did not foresee during product development.<\/p>\n<p>\ud83d\udccc Let us <strong><u>inquire persistently.<\/u><\/strong> When you identify a signal at a customer touchpoint, it is vital to decipher its underlying context. Why did the customer choose that specific product? What prompted the purchase at that precise moment? And what is the deeper meaning of these choices? Astute questioning serves as the catalyst for discovering new markets and unlocking unseen possibilities.<\/p>\n<p>\ud83d\udccc Let us <strong><u>execute swiftly.<\/u><\/strong> It took just three days for Coors Light to release their new advertisement after the foul ball struck the scoreboard. Crucially, the journey from receiving the idea pitch to the final decision took only two hours. Opportunities born of serendipity do not wait. Waiting for absolute, 100% certainty is a surefire way to miss the golden window of opportunity. If we are 70% confident, it is crucial to first attempt a new idea, then learn and evolve through the process of execution.\n<\/p>\n<\/div>\n<\/div>\n<div id=\"index-04\" style=\"margin-top: -50px; padding-bottom: 100px;\"> <\/div>\n<div class=\"stories_column_wrap coulumn bgf2\" style=\"padding: 3%;\">\n<div class=\"responsive_txt\" style=\"padding-left: 40px;\">\n<p class=\"fz30 fw600 lh12\"><strong><span class=\"fz60 fw500 ftf-grotesk\">4<\/span> True Strength Lies in Dynamic Motion<\/strong><\/p>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\" style=\"max-width: 750px; margin: 0 auto;\">\n<div class=\"img_area\">\n<div class=\"flex_area pic vid_img\" style=\"text-align: center;\">\n<div style=\"width: 100%;\"><img decoding=\"async\" src=\"https:\/\/stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2025\/05\/as-260311_cm-img04_temp.jpg\" \/><\/div>\n<\/div>\n<p class=\"side_desc_right\" style=\"right: -40px; text-align: initial; padding-bottom: 44px; top: 0; word-break: keep-all;\">While visiting customer touchpoints during last year\u2019s business trip to South America<\/p>\n<p class=\"img_desc_bottom2\">Experiencing the dynamism of global markets firsthand always prompts me to reflect on the speed of our response.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p>We must move faster. Our customers perpetually outpace us. As an organization, we must be poised to react nimbly to their evolution. We must express and showcase our brands in the manner our customers prefer, discarding our attachment to the familiar ways we have always operated.<\/p>\n<p>The power to transfigure change into opportunity stems from dynamic motion.<br \/>\n<br \/>\nWe must <strong><u>observe astutely, illuminate the path forward through deeper questioning, execute with agility, and tenaciously see our initiatives through to fruition.<\/u><\/strong><\/p>\n<p>Of course, the efforts of each individual are important, but the company&#8217;s systems and ways of working must also change in tandem. A new enterprise-wide project to transform Team Amorepacific\u2019s working culture will be launched soon, with the aim of embedding a dynamic culture\u2014one that is sensitive to change and moves with speed\u2014into our organization&#8217;s systems and our individual ground rules.<\/p>\n<p>There is a popular saying, &#8216;Thriving on Chaos.&#8217; Regardless of the disruptions that arise, an organization that rejects stagnation\u2014that embraces ceaseless change and continuous motion\u2014is destined for growth. Over our own eighty-year history, Amorepacific has weathered countless crises and periods of dramatic change. Whenever we moved in tandem with our customers, we achieved growth; whenever we became entrenched in conventional methods, we encountered adversity. What we need now is <u><strong>clear-eyed reflection, the resolve to change in action.<\/strong><\/u><\/p>\n<p>Beauty in Motion! Remembering that the power to break through chaos lies in motion, let us continue to evolve both as individuals and as an organization.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p class=\"fw600 lh12 text-right\" style=\"text-align: right;\">March 2026<img decoding=\"async\" style=\"width: 180px; display: inline-block;\" src=\"https:\/\/stories.amorepacific.com\/wp-content\/uploads\/2024\/12\/AS-241218_CI-IMG08.jpg\" \/><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn\">\n<div class=\"responsive_txt\">\n<p class=\"fz14 ftc888\">\u203b This content is personally sourced, planned, and produced by Kyungbae Suh to share management insights with all employees.<br \/>\n\u203b This content is intended for internal use only. Unauthorized external distribution is strictly prohibited.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>This is post 2 of 2 in the series &ldquo;CEO Insight&rdquo; Let\u2019s Open the New \u2018Age of Discovery\u2019 with Team Amore\u2019s Pioneering Spirit True Strength Lies in Dynamic Motion \u201cTeam Amorepacific, This is Kyungbae Suh.\u201d We have all witnessed moments when the perception of a brand suddenly improves. These moments are often driven not by [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":23375,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_list_apon":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[23,20],"tags":[220,1262,1328,1324,1321,1318,1323,1326,1327,1325,1319,1320,1322],"post_series":[1250],"class_list":["post-23370","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ceomessage","category-listen","tag-amorepacific","tag-amorepacific-stories","tag-beauty-in-motion","tag-brand","tag-business-insight","tag-chairmans-letter","tag-discovery-driven-purchasing","tag-dynamic-motion","tag-execute-swiftly","tag-kyungbae-suh","tag-sat","tag-tiktokmademebuyit","tag-working-culture","post_series-ceomessageen"],"aioseo_notices":[],"acf":[],"jetpack_featured_media_url":"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2026\/03\/0318_Chairmans-Letter_500x329.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/23370","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/users\/52"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/comments?post=23370"}],"version-history":[{"count":29,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/23370\/revisions"}],"predecessor-version":[{"id":23404,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/23370\/revisions\/23404"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media\/23375"}],"wp:attachment":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media?parent=23370"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/categories?post=23370"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/tags?post=23370"},{"taxonomy":"post_series","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/post_series?post=23370"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}