SOUTH KOREA. Shinsegae Duty Free has unveiled a pop-up store at its Myeong-dong, Seoul flagship store in partnership with K-beauty brand Beauty of Joseon.
The activation, which runs throughout September, offers international and Korean visitors a chance to discover Beauty of Joseon products while experiencing Yut Nori, a traditional Korean board game. The game is often enjoyed with family and friends during holidays such as the upcoming Chuseok (the Republic’s three-day harvest festival and autumn holiday, often dubbed ‘Korean Thanksgiving’, which this year falls on 24-26 September).
Yut Nori is a game in which players throw four wooden sticks, called yut, and move game pieces around a board according to the combination of stick positions.
Customers can enjoy a modern take on this traditional game at the pop-up and win Beauty of Joseon products and Korea-inspired merchandise.
Beauty of Joseon is a well-established name at Shinsegae Duty Free’s Myeong-dong store. The Korean herbal-inspired beauty brand has built a distinctive identity around traditional Korean beauty ingredients and natural ingredients such as rice, ginseng, plum and mugwort.
Its signature Relief Sun: Rice + Probiotics sunscreen has gained popularity in more than 100 countries and regions worldwide, including the USA, Europe, Australia and India, establishing Beauty of Joseon as a leading global K-beauty brand.
The brand entered beauty chain Sephora in the USA in July 2025 and is now available at more than 640 permanent stores, with its total consumer touchpoints reaching approximately 1,496 when Sephora locations inside Kohl’s stores are included.
The pop-up is designed to offer local and international visitors to Myeong-dong during the Chuseok season a distinctive brand experience combined with the fun and warmth of Korean holiday traditions.
The concept brings together Beauty of Joseon’s Korean-inspired brand identity with the spirit of Chuseok – a time traditionally associated with family, sharing and celebration – through an interactive Yut Nori experience.
Customers can earn opportunities to play Yut Nori based on their Beauty of Joseon purchases. Those who spend US$30 or more receive five chances to play, while those who spend US$60-plus earn 11 chances. Visitors can also receive one additional chance by posting a photo or video of their pop-up experience on social media.
Customers throw the yut sticks and prizes are awarded according to where their game piece lands on the board. Every participant receives a gift, with a selection of Beauty of Joseon’s popular products and Korean-inspired merchandise available as prizes.
The gift selection includes Beauty of Joseon favourites such as Relief Sun: Rice + Probiotics, Green Plum Refreshing Cleanser, Revive Eye Serum: Ginseng + Retinal and Ginseng Essence Water, along with Korean-inspired merchandise, including a Glow Knot Key Chain, Bokjumeoni Pouch and Joseon Moon Rabbit Key Ring.
“Through this pop-up, we wanted to combine the spirit of the Korean holiday season with Beauty of Joseon’s distinctive brand identity and offer customers a new and engaging way to experience the brand,” said a Shinsegae Duty Free representative. “We hope visitors to Shinsegae Duty Free can enjoy the festive spirit and abundance of Chuseok through both K-Beauty and K-Play.” ✈
