Amorepacific Group Announces 'ABC Spirit' Code of Conduct for All Employees

[Asia Economy Reporter Yujin Cho] Amorepacific Group (Chairman and CEO Kyung-bae Suh) has declared a new set of behavioral principles called the ‘ABC Spirit’ for all employees worldwide to practice together during this period of change.

At the declaration ceremony held on the 1st at Amorepacific headquarters, Chairman Suh first greeted overseas subsidiaries and domestic and international employees participating online via YouTube live broadcast.

Chairman Suh emphasized, "The five behavioral principles we have long contemplated will provide a guiding point so that no matter where we are, what we do, or who we are with, we can move in the same direction as members of Amorepacific Group," adding, "Let us make these principles come alive through practice in each of our positions."

Amorepacific Group presented five behavioral principles: ‘Act with the customer at the center,’ ‘Constantly strive for first and best,’ ‘Collaborate with an open mind,’ ‘Acknowledge and respect differences,’ and ‘Work confidently on your own.’ Following this, storytelling presentations were given by frontline employees who directly face customers, researchers, marketers, overseas subsidiaries (via online video), and executives.

Donghyun Bae, President of Amorepacific Group, shared, “What first came to mind while preparing the presentation was the declaration of unlimited responsibility in 1993,” expressing, “Rather than simply selling many products to make a profit, we will practice sincerity aimed at making our customers more beautiful.”

In the concluding remarks by Sehong Ahn, President of Amorepacific, he stated, “Amorepacific Group has reaffirmed customer centricity as the first unchanging principle amid a changing environment,” emphasizing, “We can only exist because of our customers, and we must constantly strive for being first and best to make customers happy.”

He added, “Members must collaborate with deep respect for each other beyond generations and genders while acknowledging differences,” and “We will sincerely try small things through honest effort and actions.”

This content was produced with the assistance of AI translation services.