Shinsegae Duty Free Strengthens BTS Merchandise and Foreign Shopper Benefits at Myeongdong Branch

Expanding K-WAVE Zone Merchandise Ahead of the Gwanghwamun Concert on March 21

K-Culture Shopping Promotions for Foreign Visitors Through March 31

Shinsegae Duty Free announced on March 11 that it will be strengthening its K-culture content and shopping benefits ahead of BTS’s upcoming concert in Gwanghwamun on March 21.

Previously, in January, Shinsegae Duty Free launched the 'K-WAVE Zone' at its Myeongdong branch, a space dedicated to K-culture content where BTS merchandise is available for purchase. The main products include BTS magazines, magnets, puzzles, and plush dolls, as well as crossbody bags, figure toothbrushes and holders, and plush keyrings. A variety of related products, including magazines featuring all BTS members, special edition albums, and character brand 'BT21' merchandise, are also scheduled to be released sequentially.

Models are browsing BTS merchandise in the K-WAVE Zone at Shinsegae Duty Free Myeongdong Branch. Photo by Shinsegae Duty Free

At the Myeongdong branch, visitors can also experience Korean gourmet culture along with the Korean Wave. In the K-gourmet curation space, 'Taste of Shinsegae', items such as the 'Dongwon Super Tuna Edition Gift Set' featuring BTS member Jin, and 'Damteo Kombucha BT' packaged with BTS character 'TinyTAN', are attracting attention from tourists.

In fact, every time a BTS-related event occurs, sales of BTS merchandise at the duty-free store have shown a corresponding increase. For example, in May of last year, as anticipation for the group’s full reunion grew, BTS merchandise sales at Shinsegae Duty Free’s 'Space of BTS' increased by approximately 285% compared to the previous month.

From March 13 to 31, Shinsegae Duty Free will also hold a K-content shopping promotion (K-Love Festival) for foreign customers. During the event period, the online store will host a special exhibition offering discounts on a diverse range of products, including K-fashion, Korean cosmetics, and food items. New foreign members will receive 5,000 won in duty-free points and a 9% discount coupon. At the Myeongdong branch, from March 16 to 31, immediate-use discount coupons and shopping support funds of up to 30,000 won will be provided.

A Shinsegae Duty Free representative said, "We expect the number of global fans and tourists visiting Myeongdong to increase thanks to the BTS concert," adding, "We will provide a differentiated shopping experience to customers visiting the Myeongdong branch through a variety of K-culture content."

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