"Duty-Free Shops, Meet Us on Live Broadcast" Shinsegae Duty-Free's Own Show 'Sikkeulbeokjeok Bamtokeu' Begins

Shinsegae Duty Free Live Broadcast 'Lively Night Talk'.

[Asia Economy Reporter Jeon Jinyoung] Shinsegae Duty Free announced on the 25th that it will conduct its first live broadcast on its own platform.

Shinsegae Duty Free will hold a live broadcast titled "Lively Night Talk" for one hour starting at 8 PM on its official online mall. While it has previously conducted live broadcasts on domestic and international external platforms such as Grip, TikTok, and Shopee, this is the first time it will do so on its official online mall.

As this is the first broadcast, Shinsegae Duty Free stated that it made efforts to differentiate the hosting and products. Tailored to the fact that over 60% of domestic customers are in their 20s and 30s, the broadcast will take the form of a real live talk show, introducing niche perfumes that have recently gained high popularity among MZ generation consumers. These were also the most purchased items by domestic customers at Shinsegae Duty Free last year.

Famous stylist Seo Sookyung will host the show, with comedian Lee Seyoung joining as a guest.

Considering that customers cannot directly sample scents due to the nature of online purchases, the host will listen to various consumer stories ranging from romance to life concerns, provide counseling, and recommend suitable products.

Seo Sookyung was selected as the live talk show host due to her experience styling Hallyu stars such as Girls' Generation, Psy, Mamamoo, and Henry, as well as her extensive background in live shopping hosting and academic roles.

Following consumer trends, this live broadcast will introduce products from niche perfume brands available at Shinsegae Duty Free, including Serge Lutens, Kilian, Acqua di Parma, and Jo Malone London.

During the broadcast, customers who purchase these products can receive reward points worth up to 80,000 KRW as a discount. Additionally, a total of 300,000 KRW in Shinsegae gift certificates will be given away as prizes to viewers.

Featured products include Serge Lutens' "Nuit de Cellophane," known for its dreamy and delicate scent; Kilian's "Rose on Ice," inspired by a fresh wood spicy aroma reminiscent of a gin on the rocks cocktail sprinkled with lime; Acqua di Parma's "Rosa Nobile Eau de Parfum Natural Spray," characterized by its unique rose scent; and Jo Malone London's "Wood Sage & Sea Salt," which expresses the fresh air of the beach with a cozy and lively fragrance.

A Shinsegae Duty Free representative said, "As demand for small luxury items increases, we prepared this broadcast to recommend the best niche perfumes that match consumers' tastes and personalities. Based on our successful live broadcast experiences through various channels, we have high expectations for conducting our first broadcast on our official online mall."

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