Amorepacific runs events to mark BTS 10th anniversary

South Korean beauty and cosmetics giant Amorepacific Corp. has temporarily opened a staff-only space to BTS fans. 

The company’s Seoul headquarters through June 25 will host an event to mark the 10th anniversary of the K-pop sensation’s debut.

The auditorium Amore Hall on the second floor is screening the boy band’s music videos weekdays from 7 p.m. to 10 p.m. and weekends from 11 a.m. to 8 p.m. Amore Store on the same floor displays a kit of seven leading products in sample sizes.

The space in front of the store is adorned with a large photo wall featuring BTS members, big cake photo zone, message wall and Photoism, an instant photo machine under the concept of the 2023 BTS Festa. 

Limited edition products and goods launched by Amorepacific using BTS-related intellectual property rights are also on display. 

Amore Garden on the fifth floor, which is usually off limits except to staff, will also be open to the public during the event.

“Located near Sinyongsan Station on Seoul Subway Line 4, Amorepacific’s headquarters is close to the headquarters of BTS’s management agency Hybe and thus will attract many visitors during the event,” a company source said. “We will strive to give a good experience to global customers visiting to celebrate the 10th anniversary of BTS’ debut.”

Amorepacific is also holding events outside of its headquarters. On Saturday, it will set up a booth at Yeouido Hangang Park and prepare an interactive space for products of the company’s leading brands.

Write to Kyeong-je Han at hankyung@hankyung.com