Shilla Duty Free Launches Paid Membership Exclusively for People in Their 20s

Industry's First Paid Membership 'Shilla&' Followed by Various Specialized Memberships Introduced

Shilla Duty Free is launching a paid membership exclusively for customers in their 20s. This is part of the various specialized membership services that have been expanded since the industry’s first paid membership was introduced last year.

Paid membership exclusively for people in their 20s, 'SHILLA& 20' [Photo by Shilla Duty Free].

On the 29th, Shilla Duty Free announced the launch of the paid membership for customers in their 20s, 'SHILLA& 20,' and began recruiting a limited number of 200 members.

The paid membership for customers in their 20s was planned based on a survey conducted independently by Shilla Duty Free, which found that customers in their 20s made the most first-time purchases at duty-free shops. The strategy is to provide benefits to 20s customers who are making their first duty-free purchase, thereby expanding customer inflow and securing loyal customers.

The SHILLA& 20 membership, available only to customers aged 20 to 29 as of the enrollment date, lasts for six months from the date of enrollment. By purchasing the paid membership for 200,000 KRW, members receive points worth 260,000 KRW, a Diamond membership tier, and various enrollment gifts.

Members are provided with 200,000 points (equivalent to 260,000 KRW) of S Rewards that can be used immediately at offline stores, along with an additional 800,000 points that can be used upon meeting minimum purchase amounts in specific categories. Members are instantly upgraded to the Diamond membership tier, allowing up to a 20% discount, and receive an additional 1% S Rewards accumulation on every purchase.

Additionally, six 5,000 KRW vouchers usable once a month at the newly opened Seoul store’s 'Cafe La' are provided, and new members receive an extra 10,000 S Rewards points.

Previously, the paid membership 'SHILLA&' was designed to expand Shilla Duty Free’s loyal customer base and gained popularity last July by offering benefits greater than the enrollment fee. The paid membership, limited to 200 members, sold out in two days, leading to an increase in the recruitment number to 500 members in November last year. In February this year, the brand-specialized paid membership 'SHILLA& Amorepacific' was launched, providing benefits from both Shilla Duty Free and Amorepacific to members.

A Shilla Duty Free representative said, "We launched the paid membership exclusively for customers in their 20s to provide a more enjoyable duty-free experience for those embarking on their first overseas trip since COVID-19," adding, "We will continue to offer various duty-free shopping benefits to our customers."

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