Shinsegae L&B Strengthens Online Communication Using 'Juryu-ui Sin' Character

Official Instagram Account Opened
Diversifying Promotion Channels to Expand Online Customer Touchpoints

Shinsegae L&B announced on the 22nd that it has opened an official Instagram account to strengthen online communication.

Currently operating an official website and the ‘Wine & More’ Instagram account, Shinsegae L&B plans to diversify its promotional channels by launching an Instagram account and ultimately expand its touchpoints with online customers.

The newly opened Shinsegae L&B Instagram is operated under the concept of ‘Jushin (God of Liquor)’ working together with two special agents, ‘L’ and ‘B’. Jushin serves as the brand character of the Shinsegae L&B Instagram channel, introducing wineries and alcoholic beverages and showcasing various recipes.

Shinsegae L&B plans to differentiate its content by introducing various alcoholic beverages such as wine and whiskey in Jushin’s unique friendly tone and manner, and through ‘Jushin’s Recipe’. ‘Jushin’s Recipe’ is content planned to reflect the ‘mixology’ trend, where people create and enjoy drinks tailored to their own tastes. Additionally, the company will actively utilize Reels to target Generation Z, who have a high preference for short videos.

A Shinsegae L&B representative said, “As wine and whiskey have become popular mainly among the MZ generation (Millennials + Generation Z), we have entered Instagram, a channel where the MZ generation is actively engaged. We aim to establish ourselves as a platform that leads a healthy drinking culture by offering diverse liquor content and communicating with customers.”

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