(Yicai Global) July 26 -- AmorePacific, the South Korean company behind cosmetics brands Innisfree and Etude, is preparing to bring new innovative and green products to the fifth China International Import Expo, which is now just 101 days away.

The beauty chaebol will attend the trade expo in Shanghai for the fifth time, reflecting its confidence in the Chinese market, the Seoul-based company said in a statement today.

AmorePacific will center its products around the two themes of innovative beauty technology and green sustainability in the CIIE's Beauty and Cosmetics section. Consequently, it will highlight its technologies and solutions in research, personalization, and sustainability. The firm's award-winning customization technology will be showcased at the expo.

The more than 70-year-old company, which owns brands such as Sulwhasoo and Laneige, will accelerate its digitalization. AmorePacific strives to provide Chinese consumers with smarter products and services by introducing digital thinking into operations and product development, as well as cooperating with mainstream e-commerce platforms such as Tmall and JD.Com and emerging social platforms.

AmorePacific has debuted several of its brands in China since 1992 and the country has become one of its largest overseas markets.

Editor: Emmi Laine, Xiao Yi