SOUTH KOREA. An on-screen skincare cameo in the ‘Goblin 10th Anniversary Trip’ programme has translated into a major travel retail win, sending Da Effect’s Hydro Sunscreen sales soaring at Shinsegae Duty Free.
As reported by The Sports Chosun, Shinsegae Duty Free reported an approximately +840% sales increase of the product between 1 and 19 July compared with the same period in June. Overall sales for the brand also grew around +560% month-on-month.
The surge highlights the impact of K-content beyond traditional celebrity endorsements, a Shinsegae Duty Free spokesperson told The Moodie Davitt Report.
He said, “We believe the timing also played a role, as many travellers are currently shopping for summer holiday essentials, but it’s another strong example of how popular Korean content continues to influence purchasing behaviour in travel retail.”
The sales momentum was fuelled by the recent airing of tvN’s 10th-anniversary special programme. During the broadcast, actress Kim Go-eun was seen casually applying Da Effect’s Hydro Sunscreen, prompting a surge in online searches and social media discussions as viewers sought to identify the sunscreen.
Shinsegae Duty Free said the product’s growing popularity led to stock shortages at its online store.
The sales performance is particularly notable given that Da Effect does not operate a standalone boutique at Shinsegae Duty Free. Instead, the brand is available exclusively through the retailer’s online store.
The spokesperson added: “This is precisely why we find this sales surge so remarkable and meaningful. Even without any physical footprint, offline display or in-store foot traffic, the brand achieved an immediate sales spike solely through the power of K-content driving traffic directly to our digital platform.
“It perfectly demonstrates how digital-savvy travellers actively search for and purchase products online immediately after spotting them in K-content, bypassing the traditional offline shopping journey.”
The retailer also reported a sharp increase in sales, with travellers from China and Southeast Asia accounting for a growing share of purchases, highlighting rising demand among international shoppers. ✈
