Shinsegae Duty Free Targets Southeast Asian Market... Attracting VIP Group Tours

Group of Thai tourists visiting Shinsegae Duty Free.

[Asia Economy Reporter Jeon Jinyoung] Shinsegae Duty Free is preparing for the endemic era by targeting the Southeast Asian market.

On the 17th, according to Shinsegae Duty Free, a chartered bus carrying about 130 customers from the Thai Ministry of Education will visit Shinsegae Duty Free. It has been 2 years and 6 months since a large bus carrying group tourists entered Shinsegae Duty Free.

The visitors, consisting of senior officials from the Thai Ministry of Higher Education and presidents of major universities in Thailand, will attend official schedules related to education and cultural content such as the Korea-Thailand Education and Culture Exchange Forum, and experience representative cultural contents of Seoul including Gyeongbokgung Palace, Bukchon Hanok Village, Insadong, and Namsan Tower. Approximately 34 people on the 16th and 87 people on the 17th will visit Shinsegae Duty Free over two days.

To target the Southeast Asian market, the MD was reorganized focusing on cosmetics and fashion since March, and art exhibitions are held in the Art Space, while Korean cultural videos produced together with the National Museum of Korea are screened on the media facade.

They have also supported the global expansion of ‘K-Fashion’. On this day, Shinsegae Duty Free will conduct a live broadcast introducing K-Fashion brands through the Facebook channels of two power influencers from Singapore. A total of 11 popular domestic fashion brands including ‘Acme de la vie’, ‘Evisu’, ‘Lifework’, and ‘Nerdy’, along with ‘Laneige’, representing K-Beauty, will be showcased together.

The Singapore Facebook star ‘Sujimi Mohamad’, who will conduct this live broadcast, has about 440,000 followers and has covered travel and aviation-related content from various countries such as France, Morocco, and Australia. Also, ‘Leon Lim’ is an influencer with 23,000 followers on a Facebook channel dealing with fashion and food. The two stars will communicate in real-time with their fandoms on their respective channels and introduce K-Fashion brand products.

Shinsegae Duty Free aims to accelerate the rising trend of K-Fashion, which is gaining attention from consumers worldwide, while expanding its strategy into the Southeast Asian market through collaboration with Singapore star influencers.

Shinsegae Duty Free’s K-Fashion is expected to become a new global competitiveness unique to Korea, separate from overseas luxury brands, achieving an annual sales growth of 89% except for the year 2020.

Accordingly, in March, to pioneer new overseas markets outside China, they collaborated with Singapore influencers to promote K-Fashion, and after the broadcast, the brands achieved more than five times sales growth, receiving great response. This led to another effort to promote K-Fashion with Singapore power influencers this time.

A Shinsegae Duty Free official said, “We expect to meet many Singaporean consumers interested in K-Fashion and K-Beauty through this live broadcast,” adding, “We will continue to expand our influence in overseas markets and strive to help promising domestic brands grow in overseas markets through Shinsegae Duty Free.”

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