Shinsegae Duty Free Introduces Virtual Character ‘Simsatgat’ as SNS Manager

Shinsegae Duty Free has introduced a new virtual manager character named 'Simsatgat' to lead marketing on its official Instagram channel.

[Asia Economy Reporter Lim Chun-han] Shinsegae Duty Free announced on the 9th that it has newly introduced the virtual character ‘Simsatgat’ as the person in charge of leading marketing on its official Instagram channel.

‘Simsatgat,’ created using the initials of Shinsegae Duty Free (ㅅㅅㄱㅁㅅㅈ), is a merchant from the Joseon Dynasty who ran a trading company in Myeongryebang (present-day Myeongdong) and accidentally time-slipped to the present. After being hired as the PR manager of Shinsegae Duty Free, he takes charge of operating the official SNS channels. This is an application of ‘worldview marketing’ that considers the storytelling preferences of the MZ generation.

The first task ‘Simsatgat’ will undertake is the event ‘Sisaemdal Hyanggi’ (Jealous Month Fragrance) celebrating the fragrant month of February. From the 9th to the 21st of this month, anyone can easily participate by searching ‘Sisaemdalhyanggi,’ ‘Shinsegae Duty Free,’ or ‘Tiffany & Co.’ in the Instagram Story GIF search bar, then using the stickers to decorate a video or image about ‘a fragrant moment in February,’ and uploading it to their story or feed with the hashtags #Sisaemdalhyanggi #ShinsegaeDutyFree #TiffanyandCo.

A Shinsegae Duty Free official said, “We are at a stage where we need to restore communication with customers and increase intimacy,” adding, “We will strive to become the duty-free store that comes to mind first when people travel abroad again in the future by differentiating our marketing from competitors and strengthening two-way communication with customers.”

This content was produced with the assistance of AI translation services.