SOUTH KOREA. Shinsegae has rolled out a sweeping, multi-channel campaign, targeting international travellers during the peak travel season in May, when key holidays in Korea, China and Japan overlap.
Described as its most extensive promotional push, the retailer is leveraging the ‘Super Holiday’ period, projected to draw up to 200,000 inbound travellers to the Republic, with an integrated offer spanning department stores, duty-free operations, and its in-house brand.
K-beauty & K-fashion in focus
Among the key highlights of the promotion is the beauty category, underscoring the rising global appeal of K-fashion and K-beauty, reflected in strong year-on-year growth in foreign customer spending in the first quarter.
Sales in women’s fashion during the period rose +99.6%, men’s fashion +121.0%, and cosmetics +91.2%.
Tapping into the category momentum, Shinsegae is enhancing its offer with tailored benefits and exclusive experiences for international shoppers.
The campaign also serves to highlight the retailer’s extensive brand portfolio, which includes premium beauty brands Yunjac, Swiss Perfection and VDL, as well as fashion labels such as Studio Tomboy, VOV and Della Lana.
At Shinsegae Duty Free’s Myeong-dong location, Yunjac will offer foreign customers a -15% discount and complimentary signature mask products.
Swiss Perfection is extending a -10% discount to first-time customers, with savings of up to -30% on selected skincare sets.
Amuse, a growing K-beauty brand popular among Gen Z, will offer exclusive promotional gifting events at the retailer’s Seongsu flagship store.
K-wellness picks
Shinsegae is also extending its wellness assortment through curated Korean brands, spotlighting lifestyle label Jaju for international customers.
Known for its cooling innerwear, ceramics inspired by traditional design and wellness snacks, the brand will feature promotions running through mid-May, combining discounts and gifting for both value and cultural experience.
Global Shopping Festa
Shinsegae Department Store will run its Global Shopping Festa through 10 May across major locations, including Myeong-dong, Gangnam, Times Square and Centum City, showcasing over 100 brands.
Shoppers can access up to 10% in gift certificates based on spend, instant discounts through global payment platforms such as WeChat Pay, and exclusive offers tailored to international visitors.
In line with the government-led ‘Korea Welcome Week’, Shinsegae will extend up to -10% discount vouchers to travellers at Incheon International Airport, across fashion, beauty and F&B categories, complemented by drinks coupons.
Duty-free highlights
As part of Shinsegae Duty Free’s 10th anniversary campaign, the travel retailer is engaging foreign customers with experience-led and family-oriented initiatives, supported by interactive events and curated gift selections.
In addition, Line Pay payments will also be eligible for 10% Line Points rewards, delivering up to 30% in combined benefits with Visa and partner card promotions.
A Shinsegae spokesperson said, “Ahead of this rare convergence of major holidays across Korea, China and Japan, we have developed a comprehensive campaign that brings together our entire retail ecosystem.
“By highlighting K-content – including our own brands – we aim not only to enhance the shopping experience, but also to contribute to the overall growth of inbound tourism. We will continue to invest in differentiated content and strategies to strengthen Shinsegae’s global presence.” ✈
