[Yongsan's Future] "Amore New Headquarters, Coexistence Plan with Yongsan"... Contributing to the Growth of 'Yongridan-gil'

The Third Yongsan Era Opens for Amorepacific
Featuring Public Spaces Including Art Museum, Restaurant, and Cafe
Content Introducing Nearby Shops Also Serialized

Yongsan holds a special significance for Amorepacific, a leading cosmetics company in South Korea. Unlike many large corporations that relocated their headquarters as they expanded, Amorepacific has maintained its headquarters in Yongsan for over 70 years, since its predecessor, Taepyeongyang. Founded in 1945 in Kaesong, Hwanghae Province, the company moved to Hoehyeon-dong, Seoul, then evacuated to Busan during the Korean War, passed through Huam-dong, Seoul, and finally settled in Hangang-ro, Yongsan-gu, where its current headquarters is located, in 1956. The first headquarters building was constructed in 1958, followed by the second in 1976. In 2017, the current building was completed, marking the beginning of the "third Yongsan era."

Joo Bo-kyung, head of Amorepacific’s Space Planning Team, said, "Yongsan is the foundation that the late founder, Chairman Seo Seong-hwan, built throughout his life based on the belief of ‘creating our own beauty and communicating with the world.’" Yongsan is also the hometown of the current Chairman, Seo Kyung-bae, and a special space where the company’s growth journey continues.

Seoul Yongsan-gu Amorepacific Headquarters building.

Yongsan and Amorepacific have influenced each other and grown together. The new Amorepacific headquarters itself is a landmark. In addition to its aesthetic exterior, the lower floors include spaces for the public such as the art museum (APMA), restaurants, cafes, and walking paths, helping to attract outsiders to Yongsan. Joo said, "When we first opened, we often heard questions like ‘Is it okay to come in?’ but now, so many people visit that we have added extra chairs."

It has also contributed to the growth of the nearby "Yongridan-gil." Yongridan-gil is the street and alleyway stretching from the Amorepacific headquarters to Samgakji Station on subway lines 3 and 4. Thanks to word of mouth among the approximately 6,000 Amorepacific employees, it has recently become a "hot place" among the MZ generation (Millennials + Generation Z). Park Eun-joo, head of the Real Estate Strategy Team, said, "Many shops on Yongridan-gil have been there since the old headquarters days, and others have grown alongside the new headquarters." Joo added, "We tried to create the new headquarters as a space that coexists with the surrounding commercial district, but we did not expect it to become such a ‘hot place.’" Based on this affection, Amorepacific also runs a content series called "Hangang-daero 100," introducing nearby shops.

Expectations are also rising for large-scale development projects underway in the Yongsan area, including the international business district, the opening of the metropolitan express railway (GTX) Line B, and the extension of the Shinbundang Line. Park explained, "If global and domestic companies settle in Yongsan and a harmonious mix of residential, cultural, and commercial complex facilities supports them, we expect Amorepacific to grow into a global company expanding from Yongsan to the world."

Right behind the Amorepacific headquarters, Yongsan Park is also being developed. As a neighboring company, Amorepacific is planning programs to revitalize Yongsan Park. Joo said, "From the basement first-floor commercial facilities to the first-floor APMA and the second-floor ‘Amore City Lab,’ we plan to create a complex cultural space where various cultural experiences can be enjoyed, and collaborate with the government and local governments to operate diverse social contribution programs." He added, "Currently, the headquarters is a space that embodies Amorepacific’s grand dreams, and we are constantly thinking about how to preserve and utilize it well for a long time."