Shinsegae Myeon and Eastern Edition Sign Business Agreement to Strengthen Art Marketing

Partnership Formed to Promote the Spread of Korean Wave Culture and Arts

Shinsegae Duty Free announced on the 20th that it has signed a Memorandum of Understanding (MOU) with the premium lifestyle brand Eastern Edition.

Under this agreement, both companies plan to strengthen brand collaboration, accelerate art marketing, and contribute to the spread of Korean Wave culture and arts.

At the '2024 Home·Table Deco Fair' held last December at COEX in Gangnam-gu, Seoul, Shinsegae Duty Free and Eastern Edition showcased the 'Paul & Bunny' perfume collection along with the special sets 'Scent of Space Light' and 'Shadow'. (Photo by Shinsegae Duty Free)

Previously, the two companies developed a signature fragrance using Shinsegae Duty Free's character 'Paul & Bunny' and successfully launched the perfume at Shinsegae Duty Free's Myeongdong flagship store.

This year, they plan to expand the scope of their collaboration. Eastern Edition will create an art and culture campaign space utilizing Shinsegae Duty Free's character intellectual property (IP). Shinsegae Duty Free will provide the media facade and popup zone at the Myeongdong store's iconic zone, cooperating on art branding and marketing.

Eastern Edition showcases furniture and lifestyle products with modern sculptural beauty based on the essential beauty and authenticity of Korean tradition. In 2022, it opened its first flagship store in Cheongdam-dong, Gangnam-gu, Seoul, and operates showrooms in major overseas cities including Paris, Los Angeles, and Hong Kong, in addition to two domestic stores. In 2023, its overseas sales increased fivefold compared to the previous year, demonstrating rapid growth in the global market.

Through this MOU, Shinsegae Duty Free aims to effectively promote Korean Wave culture and arts to global customers and establish a unique brand value. A Shinsegae Duty Free official said, "After launching the Paul & Bunny signature fragrance last year, we received positive customer responses and achieved meaningful results. Through this partnership, we expect to further enhance the brand values of both companies and open new horizons for K-retail and K-lifestyle."

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