SOUTH KOREA. Shinsegae Duty Free has unveiled what it called a “groundbreaking” music project themed ‘Play With Us’ in partnership with new K-pop ‘Super Rookie’ boy band TWS,
TWS – an abbreviation for Twenty-four-seven With Us, a name chosen to represent an around-the-clock commitment to fans – is a six-member boy group introduced by agency Pledis Entertainment (https://www.pledis.co.kr/en/) under the K-pop powerhouse label HYBE. TWS is Pledis’ first boy band since the agency’s creation of the hugely successful SEVENTEEN in 2015.
“This collaboration is poised to redefine the travel retail experience by seamlessly blending the worlds of music and duty free shopping,” Shinsegae Duty Free said.
TWS released their first mini album, Sparkling Blue, on 29 January, selling 200,000 copies on day one and topping the Korean album chart.
{This YouTube promotional video for TWS, released on 2 January, has already attracted 4.85 million views}
Shinsegae Duty Free said it decided to work together on the project after being inspired by TWS’s mission to spread positive energy through bright and refreshing music, enhancing the daily life of listeners.
The travel retailer highlighted the synergy between that brand message and Shinsegae Duty Free’s own pledge to be there for consumers at the beginning and end of their trips.
The first collaboration between the two partners is a music video showing the title track from ‘Plot twist’.
The content is being released on a phased basis starting with a teaser both online and offline. It portrays TWS members enjoying the excitement of Shinsegae Duty Free reimagined as a party space.
The project is one of several recent collaborations by the retailer designed to adapt to evolving tourism trends. As reported, Shinsegae Duty Free has established global partnerships with Cathay Pacific Airways and China Southern Airlines, which boast a collective membership of 97 million.
The TWS collaboration extends beyond traditional boundaries, tapping into the art field, Shinsegae Duty Free said.
“We envision this music project as a new era of collaboration, expanding beyond conventional advertisements and concerts. The company plans to enrich the travel lifestyle ecosystem through future collaborations with hotels and art initiatives,” the retailer concluded. ✈
