Shinsegae Duty Free marries K-beauty and Korean culture to celebrate Chuseok holiday season
Shinsegae Duty Free has launched a Chuseok-themed pop-up store in Seoul featuring the K-beauty brand Beauty of Joseon. The activation combines product discovery with traditional Korean culture, specifically the board game Yut Nori, to engage holiday shoppers.
Why it matters
Retailers are increasingly using cultural experiences and 'retailtainment' to drive engagement and sales among international tourists during major holiday seasons.
A vibrant pink playground on the Shinsegae Duty Free beauty floor, Beauty of Joseon makes its pop-up a standout stop for travellers, blending brand discovery with the fun and festive spirit of Chuseok SOUTH KOREA. Shinsegae Duty Free has unveiled a pop-up store at its Myeong-dong, Seoul flagship store in partnership with K-beauty brand Beauty of Joseon.
The activation, which runs throughout September, offers international and Korean visitors a chance to discover Beauty of Joseon products while experiencing Yut Nori, a traditional Korean board game. The game is often enjoyed with family and friends during holidays such as the upcoming Chuseok ( the Republic’s three-day harvest festival and autumn holiday, often dubbed ‘Korean Thanksgiving’, which this year falls on 24-26 September).
Yut Nori is a game in which players throw four wooden sticks, called yut , and move game pieces around a board according to the combination of stick positions.
Get smarter about the news
Sign up free for a feed built around what you actually care about, Dive Deeper research on any story, and the full text of every article.
Create free accountAlready have an account? Sign in