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Everlasting Beauty in Every Precious Moment
How to make the beautiful moment last? On her “Precious Moment” journey to the place of purity, Jeju, Cherie Chung’s delicate captures have turned the beautiful encounter into a moment of eternity.


A Precious Moment Journey

Starting over 70 years ago, AMOREPACIFIC’s quest for beauty continues today with the “Precious Moment” tour to Jeju Island starring Cherie Chung, to explore the invaluable natural beauty there.

During the early springtime in April, within a period of 15 days before Grain Rain, the precious and treasured first sprouted green tea leaves emerge in early mornings in AMOREPACIFIC’s Jeju green tea field.
When arriving in this pure and peaceful place, Cherie was blessed with the opportunity to witness the moment when master craftsmen were hand-picking the fresh leaves. With patience and dedication, she froze the fleeting moment into videos and photos to preserve the precious moment of natural beauty.

Discover the full film of A Precious Moment Journey starring Cherie Chung




The newly sprouted green tea leaves bring great vitality to the tea garden stretching into the horizon. Wandering in the Dolsongi Tea Garden, the oldest organic green tea garden owned by AMOREPACIFIC, Cherie can appreciate the senses of its vitality which dates back to 34 years ago.


It was drizzling when Cherie arrived at the Seogwang Tea Garden early in the morning, but in a blink of an eye, the sky brightened. Under the sunshine, Cherie strolled along the tea garden and framed this sea of limpid green. She chatted with the master craftsmen of AMOREPACIFIC on how to hand-pick the precious first sprouted green tea leaves. Cherie tried her hands with excitement and returned with a good harvest.

Capturing this once-in-a-lifetime moment...indeed the most “Precious Moment” of this excursion


Walking along a path in the Seogwang Tea Garden, Cherie caught sight of a small mushroom-shaped tree in striking red, which lightened her up just like the clear weather that followed the drizzle. Cherie jokingly called the tree a “cherry lady” (her nickname in Chinese), and eagerly posed for a photo with “her”.


Nicknamed “Samdado (“three many”) Island”, Jeju is abundant in wind, stones and women. Stone piles can be found everywhere and islanders have a tradition of using stone piles as a symbol of wish-making. Just pile the stones as tall as possible, and make a sincere wish. The taller and the firmer the pile, the more likely the wish can come true.


As an enthusiastic wanderer, Cherie enjoys taking a look at the local markets for novelties every time she goes to a new place. During this trip, she visited many characteristic stalls and interacted with the local people, observing their way of life. Along the way, Cherie used her camera to record these humane and distinctively Korean encounters.


Cherie also paid a visit to the Genius Loci in Sopjikogi, designed by the famous Japanese architect Tadao Ando, who drew inspiration from Jeju’s local environment and used natural elements including wind, light, water and stone. After moments of private reflection, Cherie lensed the bits and pieces of her experience during the journey into memorable stills.


70 Years of Beauty CreationAMOREPACIFIC ARCHIVE

Cherie’s beauty hasn’t faded with time. Instead, it has enriched her wisdom, like a great wine that becomes more mellow and pleasing with age. Time, likewise, has bestowed beauty and wisdom on AMOREPACIFIC. Founded by Mr. Suh Sung-whan back in 1945, more than seven decades from now, AMOREPACIFIC has evolved into the No.1 state-of-the-art skincare and cosmetics group in South Korea.


When in Seoul, Cherie also paid a visit to the AMOREPACIFIC Osan Beauty Campus and began her exploration with Story Garden. A winner of the 21st Annual Thea Awards in 2014, the camellia-themed Story Garden marks the beginning of the story about AMOREPACIFIC’s journey of beauty. Immersed in its special design experience, she not only gained a deeper understanding of the brand from various exhibited works and media displays, but also an appreciation of AMOREPACIFIC’s mission of beauty: Asian Beauty Creator.


Mysterious Precious Moment

A true rarity - first sprouted green tea leaves

High Performance Revitalizing Skincare Powered by Korean Botanical Mystery

AMOREPACIFIC has its own green tea field of 35.6 million square feet on Jeju Island for cultivating, growing and delving into a wide array of green tea varieties. After decades of research, AMOREPACIFIC has discovered that the first sprouted green tea leaves hand-picked before 10am during the 15 days prior to Grain Rain in early spring each year contain the most active and effective ingredients for revitalizing the skin. With strong vitalizing and regenerative effects, these sprouts claim the title of first sprouted green tea leaves, a true rarity.

Beauty Comes from Preciousness

Korea’s No.1 Skincare and Cosmetics Group
with 70 Years of Unmatched Expertise in Skincare

AMOREPACIFIC, Korea’s No.1 skincare and cosmetics group, was founded by Mr. Suh Sung-whan back in 1945. With a history spanning over 70 years, AMOREPACIFIC is the state-of-the-art premium skincare and cosmetics group in South Korea. AMOREPACIFIC, a skincare brand carrying the same name, is the group’s most luxurious premium brand dedicated to infusing modern science and technology into precious Korean botanicals to achieve high performance revitalizing skincare.

Taken from Nature Proven by Science

As the prime brand of the group, AMOREPACIFIC has pooled together topnotch scientific research teams from around the globe and successfully developed the Microfluidics Technology, a patented technology for delivering essence of the ingredients to the skin. The stem cells containing active antioxidants are taken out intact from the raw materials, decomposed into extremely minute particles and encapsulated, wholly preserving the skin revitalizing effects in full. The highly effective essence of the antioxidants is instantly delivered to the dermis, renewing the cells of the skin.

  • TIME RESPONSE Signature Products

  • TIME RESPONSE Intensive Skin Renewal Ampoule

  • TIME RESPONSE Skin Renewal Creme

  • TIME RESPONSE Eye Renewal Creme

AMOREPACIFIC refines these rare first sprouted green tea leaves and extracts the ingredients when the sprouts are most potent in tone, scent and vitality. The patented Advanced TIME RESPONSE Complex™ so developed is used in our iconic TIME RESPONSE Collection. The highly effective essence of the antioxidants is delivered efficiently to renew the cells of the skin and restore the skin to a state that is radiant, firm and smooth, fully showcasing high performance revitalizing skincare powered by Korean botanical mystery.

TIME RESPONSE Intensive Skin Renewal Ampoule is a uniquely crafted 4-week intensive skin renewal treatment that vitalizes the skin by infusing the highly concentrated essence of first sprouted green tea leaves, restoring the skin to an optimal state, smooth, radiant and healthy.

TIME RESPONSE Skin Renewal Creme is a premium facial creme that is extremely powerful for rejuvenating the skin, restoring it to an optimal young and energetic state, smooth, radiant, even and clear.

Rich in precious restorative ingredients, TIME RESPONSE Eye Renewal Creme is a multi-purpose revitalizing eye creme for effective and intensive alleviation of dark circles and puffiness in the delicate areas near the eyes.


Charity Sale

Dedicated to preserving and sharing beauty and upholding the corporate philosophy “Beauty emanates from a kind heart”, AMOREPACIFIC initiated the “Precious Moment” journey in collaboration with Cherie Chung, whose delicate captures of the journey have been collected into the photo album Precious for charity sale. The proceeds will be donated in full to Bring Me A Book™ Hong Kong to advocate for family literacy, thereby creating more precious moments as children grow up.

Starting from 22nd August, customers can purchase at HK$980 the limited edition charity set of the “Precious Moment” journey (limited to 300 sets). The charity set includes:

  • Limited edition charity album Precious
  • TIME RESPONSE Intensive Skin Renewal Ampoule (7ML+0.6G)
  • TIME RESPONSE Eye Renewal Creme (3ML)
  • TIME RESPONSE Skin Renewal Mist (30ML)

Beneficiary: Bring Me A Book™ Hong Kong

Do come and join Cherie Chung to express “Beauty emanates from a kind heart”.

    Lane Crawford, ifc mall 2320 1323
    Lane Crawford, Canton Road 2110 1521