SOUTH KOREA. Shinsegae Duty Free has entered into a trilateral partnership with the Korea Tourism Organization (KTO) and Shinsegae Department Store to launch a marketing campaign focused on boosting K-content experiential tourism and driving inbound travel.
The initiative builds on the travel retailer’s recent appointment as an exclusive member of the VisitKorea (VK) Alliance, a key tourism platform managed by KTO.
The signing ceremony took place on 20 December at Shinsegae Duty Free’s headquarters in Seoul, with key executives in attendance, including Shinsegae Duty Free Executive Vice President Yang Ho-jin, KTO Executive Vice President Lee Hak-joo, and Shinsegae Executive Vice President of Sales Division & Gangnam Store Kim Sun-jin, along with 14 other key stakeholders.
This collaboration aims to establish the Republic of Korea as a leading destination for shopping tourism and K-content experiences, while also attracting a larger number of individual foreign travellers.
A series of joint programmes has been rolled out last week, including the promotion of Hallyu (Korean wave) content, enhanced services for international visitors and global marketing strategies.
The agreement includes a promotional campaign named, ‘The Hottest Shopping Destinations in Korea Right Now’, which will run until the end of this month. It offers global tourists curated shopping and travel guides, featuring must-visit photo spots, nearby attractions and hidden gems.
Using its VK platform and social media channels in eight languages, KTO will conduct extensive promotional campaigns focused on shopping tourism. In addition, the tourism authority will provide key insights into the latest trends pertaining to the inbound travel market.
Shinsegae Duty Free will employ its multilingual social media channels and offline platforms to produce and promote content focused on K-culture, beauty and food.
Shinsegae Department Store will complement these efforts with promotional events at its flagship stores, targeting Millennial and Gen Z (MZ) tourists to further boost the popularity of Hallyu culture.
In addition, both companies will enhance services for international visitors, with exclusive discounts and special benefits to enhance customer satisfaction.
As part of the collaboration, VK members will be entitled to exclusive privileges, including a Welcome Pack and shopping vouchers based on their purchase amounts. To redeem these benefits, members can download coupons and present their membership vouchers at customer centres in Shinsegae Duty Free or Shinsegae Department Store.
The promotions will be available at Shinsegae Duty Free locations in Myeongdong and Incheon Airport, as well as at Shinsegae Department Store’s Main Branch, Gangnam and Centum City outlets.
A Shinsegae Duty Free spokesperson said: “This partnership marks a new milestone in establishing Korea as a premier shopping tourism destination. By leveraging Shinsegae Group’s diverse resources, we aim to deliver unforgettable experiences to international travellers and drive Korea’s growth as a global hub for shopping tourism.” ✈
