SOUTH KOREA. Shinsegae Duty Free has unveiled a campaign starring Japanese hip-hop dancer Kyoka with a campaign video, which debuted on 2 October.
With the slogan ‘Duty-Free Shopping, My Way’, the campaign uses bold visuals to highlight the retailer’s focus on self-expression through shopping.
Embracing the theme ‘I’m the One’, Kyoka brings her dazzling signature rhythm to Shinsegae Duty Free’s Incheon International Airport stores, from travelators to the Shinsegae Zone, combining fashion, beauty and K-style.
The video (click on Instagram and YouTube posts below to view) has generated over 6.5 million views since its release.
Kyoka is a globally popular street dancer who gained worldwide recognition as the first Japanese, female and youngest winner of the prestigious Juste Debout dance battle in 2016.
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{Click on the Instagram post to view Kyoka’s performance – and airport retail as you never saw it before}
Her latest standout performance was on a South Korean dance competition series, World of Street Woman Fighter 3 (SWF3), earning her acclaim as a ‘dancer’s dancer’.
Kyoka’s charisma, signature style and social media appeal have gained her a global fanbase.
The campaign runs across Shinsegae Duty Free’s and Kyoka’s Instagram, YouTube, TikTok and key digital billboards in Myeongdong, Gangnam and Hongdae.
The campaign’s behind-the-scenes footage, extended dance takes and editorial-style visuals have also fuelled strong Gen Z engagement, boosting the campaign’s social media reach.
In addition to the Kyoka short, four Shinsegae Duty Free campaign videos have collectively reached over 5 million views, reflecting strong appeal among Korean and foreign viewers.
To mark the campaign launch, the retailer is hosting an online event, which kicked off on 17 October, offering registered members a chance to win Kyoka photo cards. ✈
