Shinsegae Department Store Unveils Year-End Campaign "Musical Wonderland"

Shinsegae and CJ ENM Launch Holiday Campaign with Pubilla
Shinsegae Christmas Video to Premiere at Shinsegae Square on December 7

Shinsegae announced on the 29th that it will unveil a teaser for its year-end campaign, "Musical Wonderland," at Shinsegae Square on November 3.

Rendering image of Shinsegae Square 2025 Christmas video. Provided by Shinsegae Department Store

The 30-second teaser centers on the search for Christmas carols that have disappeared from the streets. It is designed to spark curiosity among visitors to Myeong-dong about the full video and Shinsegae Department Store's year-end campaign for this year.

The main video, scheduled for release in December, will feature performances by top Korean musical actors such as Kang Hongseok, Shin Jaebeom, Kim Junsu, and Jang Minje, alongside the award-winning musicals "Kinky Boots" and "Beetlejuice," which have garnered accolades on both Broadway and the West End.

In addition, from December 1 to 16, the "C.MU Santas' Gift Factory" pop-up store will operate at the Open Stage in Shinsegae Gangnam. The concept of the C.MU Santas' Gift Factory is that "Satine" from the musical "Moulin Rouge!," "Lola" from "Kinky Boots," and "Beetlejuice" from "Beetlejuice" become Santas to prepare special gifts.

The Christmas video, which represents year-end festivities in Seoul, will also be released. The Shinsegae Square Christmas video will be available at Shinsegae Square on December 7. Under the theme "A Magical World Connecting Time," the video will showcase Pubilla welcoming visitors amid lavish Christmas decorations, as well as dazzling jewelry and dinner tables that evoke the spirit of the season.

"Pubilla" means "cotton" in Finnish. It is a cotton ball character resembling a white bear, first introduced during Shinsegae Department Store's Christmas campaign in 2017.

The interior of Shinsegae Department Store will also be filled with photo zones and large Christmas trees. Until December, Shinsegae Gangnam and Daejeon Shinsegae will feature indoor decorations and Christmas photo zones to match the festive atmosphere.

On the first floor of Shinsegae Gangnam, a large "Tree Road" will be set up. The House of Shinsegae will be transformed into a space reminiscent of a golden galaxy to heighten the year-end mood. At Daejeon Shinsegae, an 8-meter-tall giant tree will decorate the first-floor lobby. The tree will be adorned with various versions of Pubilla, including Musical Pubilla, the key visual of Musical Wonderland.

Kim Sunjin, Executive Vice President and Head of Sales at Shinsegae Department Store, said, "We have launched this special collaboration that combines the vibrancy of world-class musicals with media art to bring the joy of the year-end season to our customers. We will present Shinsegae's unique and creative Christmas universe centered around Pubilla."

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