Shinsegae Department Store Collaborates with Oxford Block... Limited Sale of 2,000 'Main Building Blocks'

'Shinsegae Main Store × Oxford'.

Korea's First Department Store 'Shinsegae' Comes Out as Blocks
Targeting Family Customers and Block Enthusiasts... Limited Sale of 2,000 Units Both Online and Offline
Plans for Additional Goods Series Including Scented Candles... Differentiated Marketing to Make the Department Store a Landmark

[Asia Economy Reporter Yuri Kim] Korea's first department store, 'Shinsegae,' is coming out as blocks. Shinsegae Department Store's main branch is launching souvenirs it directly created, embarking on making the department store a landmark.

Shinsegae announced on the 15th that starting from the 16th, it will introduce a block product shaped like the main building of the main branch in collaboration with Oxford Blocks at the Express Shop on the basement first floor of the main branch, limited to 2,000 units. The price is 50,000 KRW. Customers who purchase more than 1,000,000 KRW on the same day at the Shinsegae main branch will receive it as a free gift at the 7th-floor gift event hall. Sales will also begin on SSG.com from the 19th.

The phenomenon of 'goods,' which used to symbolize loyalty to specific brands or celebrities, has become a form of hobby such as collection. Recently, goods have expanded beyond mugs and tumblers to lifestyle-related products such as travel bags and camping chairs.

Regarding the choice of Oxford Blocks as the first goods to be introduced, Shinsegae said, "Considering that indoor activities have increased since last year, leading to a rise in customer demand for family leisure activities." They explained that they chose to present the block, a family and kidult product, in the shape of the Shinsegae main branch building, which best represents "Korea's first department store."

The 'Shinsegae Main Branch × Oxford' goods reproduce the front facade of the main building. Composed of a package with over 1,000 pieces, it also includes the rooftop garden and outdoor banners that Shinsegae proudly features.

Premium department stores such as France's Le Bon March? and the UK's Harrods sell various forms of their own souvenir collections. Shinsegae plans to sequentially introduce various goods such as scented candles and diffusers, promoting itself as "Korea's first department store" on par with famous overseas department stores. Differentiated marketing using its own characters will also be continuously introduced in the future.

Previously, Shinsegae attempted character and goods marketing through its industry-first original character 'Poovilla.' Poovilla, an imaginary animal, is inspired by a friendly white polar bear and has become a representative character decorating various parts of Shinsegae Department Store every winter. Subsequently, Poovilla beach bags and beach towels were released, and animations were showcased through Shinsegae's SNS channels, attracting customer interest.

Lee Jung-wook, General Manager (Executive Director) of Shinsegae Department Store Main Branch, said, "We created commemorative goods to offer differentiated enjoyment to customers visiting Shinsegae and to promote the Shinsegae brand," adding, "We will also strive to create a safe store environment for comfortable and enjoyable shopping."

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