SOUTH KOREA.SINGAPORE. Shinsegae Duty Free has partnered with Singapore Airlines to integrate the carrier’s KrisFlyer mileage accrual service across the retailer’s Myeong-dong flagship store, Incheon International Airport locations and online platform.
The initiative supports Shinsegae Duty Free’s shift toward what it calls “qualitative growth” (click here for our recent feature underlining this principle), partnering with global travel loyalty programmes to enhance customer value and target consumers who spend twice as much as average customers.
Combining shopping and travel benefits, the partnership leverages KrisFlyer’s global network of more than 11 million members.
The programme allows customers to earn one KrisFlyer mile for every KRW1,000 (US$0.68) spent at Shinsegae Duty Free, capped at 500 miles per member each month.
Miles will be credited by the end of the following month after duty-free product collection, with mileage accrual completed through Shinsegae Duty Free’s online platform by verifying KrisFlyer membership number and English name in the ‘My Page’ section.
In addition, the partnership includes exclusive shopping benefits for Singapore Airlines customers.
The retailer’s tenth anniversary campaign is also integrated into the partnership, with KrisFlyer members eligible to win a grand prize of 542,000 miles, equivalent to two Advantage-tier Business Class return tickets from Incheon International Airport to destinations including the Maldives or Bali.
The prize will be shared between the winner and a companion, with 271,000 miles each, offering greater flexibility and access to premium seating compared to standard Business Saver awards.
The partnership also taps into Singapore Airlines’ global reputation, highlighted by its multiple prestigious accolades, including ‘World’s Best Airline’ at the 2026 DestinAsian Awards and awards across ten categories at the 2025 Skytrax Awards, including ‘Best Airline in Asia,’ ‘World’s Best Cabin Crew’ and ‘World’s Best First Class.’
By expanding collaborations with global airlines and hospitality brands, the retailer is targeting inbound demand from free independent travellers. This approach helped attract over 100,000 purchasing customers in 2025, with customer numbers up +90% and sales rising +50% in the second half compared to the first half of the year.
Highlighting the effectiveness of its airline partnership strategy, Shinsegae Duty Free noted strong growth in January, with the number of customers rising +310% year-on-year and sales surging +490%.
A Shinsegae Duty Free representative said, “By combining airline mileage rewards with shopping benefits, this new service delivers tangible value for customers preparing for travel. We will continue to expand customer experiences and benefits through strategic global partnerships.” ✈
