AMOREPACIFIC (President and CEO, Suh Kyung-bae) and Korea Breast Cancer Foundation (Chairman Kook-Jin Choi) host the “Pink Smile Project Photo Exhibition” from October 27 to November 6, and “Pink Ribbon Concert” on October 30, to promote breast health.

The two events were the winners of “Our Pink Ribbon Project”, a public contest with an aim of raising awareness of breast cancer. Since its start in 2010, “Our Pink Ribbon Project” has been successfully promoting the importance of breast health through the participation of talented artists holding exhibitions, concerts and broadcast programs. This year, the campaign designated 9 organizations and 6 non-public groups under the motto of “Making breast self-diagnosis a part of your life”.

Jae-Ho Lee, a photographer who organized the “Pink Smile Project” expressed the AMOREPACIFIC’s endeavor of health and beauty through the various smiles. A total of 350 participants including breast cancer patients, Pink Generation (honorary ambassador of Pink Ribbon Campaign) participated, celebrities such as Bum-Soo Kim, Dong-Yeop Shin, and In-Yeong Suh thought highly of the mission of the campaign and showed great enthusiasm to support the cause. The exhibition will feature a total of 50 pieces, including a giant mosaic illustration of a pink ribbon put together from smaller photos. The exhibition will run from October 27 to November 6 at the Gongeunhae Gallery in Samcheong-dong.

On the last Sunday of the Breast Cancer Awareness Month, October 30th, there will be concert performances by indie band Yuja, whose members are made up of breast cancer patients. Also various indie bandswill be part of this “Pink Ribbon Concert”. These young musicians – Yojo, Taru, Romantic Punch – aim to spread the awareness of breast cancer prevention through music. Also a free education session will be held from 5 o’clock for one hour in front of the concert venue.

AMOREPACIFIC established the Korea Breast Cancer Foundation in 2000, the first non-profit breast cancer foundation of the nation. The foundation was entirely funded by AMOREPACIFIC, the number one cosmetic company in Korea, with the endeavor to support a healthy future for women. The company has been hosting the Pink Ribbon Campaign for 11 years as part of its effort to spread the awareness of breast health. From 2010 which marked its 10th anniversary, the campaign took an approach of asking for public’s ‘participation’ rather than broadcasting its message to the public.