Hyundai Department Store Duty Free selects 'NewJeans' as new model... "Accelerating focus on MZ generation"

Targeting Both Popularity and Awareness

Hyundai Department Store Duty Free announced on the 14th that it has selected the five-member group NewJeans as its new advertising model targeting the global MZ generation (Millennials + Generation Z).

Through this contract, NewJeans will participate as the exclusive advertising model for Hyundai Department Store Duty Free for the next year, appearing in TV commercials, digital signage, outdoor advertisements, online ads, and various events. NewJeans’ high popularity and recognition among the global MZ generation, including achieving No. 1 on the US Billboard charts, were the biggest attractive factors in their selection as the model.

Following the appointment of NewJeans as the model, Hyundai Department Store Duty Free plans to introduce various digital content. By proactively applying services utilizing diverse digital technologies such as the metaverse and non-fungible tokens (NFTs) in both online and offline stores, they aim to provide differentiated services and shopping experiences to the younger generation familiar with digital environments.

NewJeans selected as the new advertising model for Hyundai Department Store Duty Free
[Photo by Hyundai Department Store Duty Free]

Hyundai Department Store Duty Free also holds expectations for a return to profitability starting from the third quarter of this year. This is due to several favorable factors, including the allowance of group tours from China, expansion of Incheon Airport duty-free shops, and recovery of air passenger numbers. Since acquiring the business rights for the DF7 zone in Terminal 1 of Incheon Airport in September 2020 and entering the airport duty-free market, Hyundai Department Store Duty Free began operations in the DF5 zones of Terminal 2 and Terminal 1 in July and August respectively, doubling the scale of its airport duty-free operations compared to before.

Going forward, the plan is to strengthen competitiveness through synergy between downtown duty-free stores such as Trade Center and Dongdaemun branches and airport duty-free shops. In particular, they plan to promote the entry of luxury brand and cosmetics stores, which are highly favored by global tourists, into downtown duty-free shops in connection with airport duty-free shops. A Hyundai Department Store Duty Free official said, "Following the expansion of Incheon Airport duty-free shops and the lifting of China’s ban on Korean cultural content, it is expected that many foreign tourists, including those from China, will visit duty-free shops," adding, "Through the appointment of the representative K-pop girl group NewJeans as our advertising model, Hyundai Department Store Duty Free plans to inject new vitality and lead the domestic duty-free industry’s resurgence."

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