Shinsegae Duty Free accelerates efforts to secure Southeast Asian market
2022.06.17 597Shinsegae Duty Free accelerates efforts to secure Southeast Asian market
- Expects to expand customer pool by hosting VIP tour groups from Thailand and Vietnam
- Promoted Korean fashion through live broadcasts by Singaporean social media influencers
- Promoted Korean fashion through live broadcasts by Singaporean social media influencers
A bus of 130 passengers from Thailand’s Ministry of Education will be coming to Shinsegae Duty Free, marking the first time that a large tour group has visited Shinsegae Duty Free in two years and six months.
The visitors, who are presidents of major Thai universities and upper-level officials of the Ministry of Education, will be participating in activities on educational and cultural exchange between Korea and Thailand, including a bilateral forum. In addition to this official itinerary, they will visit major cultural sites in Seoul (e.g. Gyeongbokgung Palace, Bukchon Hanok Village, Insadong, N Seoul Tower) and Shinsegae Duty Free (16th: 34 people, 17th: 87 people).
Shinsegae Duty Free is busily preparing for the “endemic” age, a major aspect of which is targeting Southeast Asians as prospective long-term customers.
The reason for such focus is not only Southeast Asia being the first in the Asian region to relax COVID-19 restrictions but also its rapid economic growth in multiple sectors. Based on such potential, Shinsegae Duty Free will be actively working to attract tourists by developing content that is tailored to the trends of each country.
For example, in March, Shinsegae Duty Free reorganized its merchandisers with a focus on cosmetics and fashion. Also, Art Space is displaying artworks and a video on Korean culture (co-produced with the National Museum of Korea) on its media façade.
General Manager Shin Seok-hyun of Shinsegae Duty Free’s Overseas Sales Division said, “Our visitor programs were held mostly during the winter. Based on the changes in customers’ needs that have occurred over the past two years, however, we are doing our best to develop programs that allow visitors to experience Korean culture. We are also discussing with our partner travel agencies the possibility of bringing tour groups from Southeast Asian countries, such as Thailand, Singapore, and Vietnam. Once flight restrictions are lifted, we expect the number of visitors to quickly reach the pre-pandemic annual average of 50,000."
In addition, Shinsegae Duty Free is supporting efforts to promote K-fashion in the Southeast Asian market: namely, through live broadcasts done in cooperation with local influencers.
On June 17, Shinsegae Duty Free will introduce Korean fashion brands through the Facebook accounts of two major Singaporean influencers. Products from Laneige, a popular K-beauty brand, will be featured alongside those from 11 Korean fashion brands, including ACME DE LA VIE, Evisu, LIFEWORK, and Nerdy.
Sujimy Mohamad is a Singaporean Facebook star with approximately 440,000 followers whose page features travel and flight-related content for countries including France, Morocco, and Australia. Leon Lim has a Facebook page primarily about fashion and food products that has 23,000 followers. Both will be introducing Korean fashion brands on their pages through real-time interaction with their followers.
Through this collaboration with Singaporean influencers, Shinsegae Duty Free hopes to secure a foothold in the Southeast Asian market as well as capitalize on the growing interest in K-fashion among global consumers.
Shinsegae Duty Free’s K-fashion product sales have increased by 89% annually, with the exception of 2020. This suggests that Korean fashion may become a new competitive edge—independently of foreign luxury brands—that is unique to not only Shinsegae Duty Free but other Korean duty-free companies.
This collaboration follows the success of the March collaboration, which was also done with Singaporean influencers as part of Shinsegae Duty Free’s attempt to attract customers outside of China and resulted in an over five-fold increase in sales of featured brands.
A Shinsegae Duty Free official said, “We are excited about Singaporean consumers gaining access to Korean cosmetics and clothing brands through this live broadcast. We will be doing our utmost to extend our influence to new overseas markets and help excellent Korean brands expand into and grow in such markets.”
Shinsegae duty free=2022/06/17
The visitors, who are presidents of major Thai universities and upper-level officials of the Ministry of Education, will be participating in activities on educational and cultural exchange between Korea and Thailand, including a bilateral forum. In addition to this official itinerary, they will visit major cultural sites in Seoul (e.g. Gyeongbokgung Palace, Bukchon Hanok Village, Insadong, N Seoul Tower) and Shinsegae Duty Free (16th: 34 people, 17th: 87 people).
Shinsegae Duty Free is busily preparing for the “endemic” age, a major aspect of which is targeting Southeast Asians as prospective long-term customers.
The reason for such focus is not only Southeast Asia being the first in the Asian region to relax COVID-19 restrictions but also its rapid economic growth in multiple sectors. Based on such potential, Shinsegae Duty Free will be actively working to attract tourists by developing content that is tailored to the trends of each country.
For example, in March, Shinsegae Duty Free reorganized its merchandisers with a focus on cosmetics and fashion. Also, Art Space is displaying artworks and a video on Korean culture (co-produced with the National Museum of Korea) on its media façade.
General Manager Shin Seok-hyun of Shinsegae Duty Free’s Overseas Sales Division said, “Our visitor programs were held mostly during the winter. Based on the changes in customers’ needs that have occurred over the past two years, however, we are doing our best to develop programs that allow visitors to experience Korean culture. We are also discussing with our partner travel agencies the possibility of bringing tour groups from Southeast Asian countries, such as Thailand, Singapore, and Vietnam. Once flight restrictions are lifted, we expect the number of visitors to quickly reach the pre-pandemic annual average of 50,000."
In addition, Shinsegae Duty Free is supporting efforts to promote K-fashion in the Southeast Asian market: namely, through live broadcasts done in cooperation with local influencers.
On June 17, Shinsegae Duty Free will introduce Korean fashion brands through the Facebook accounts of two major Singaporean influencers. Products from Laneige, a popular K-beauty brand, will be featured alongside those from 11 Korean fashion brands, including ACME DE LA VIE, Evisu, LIFEWORK, and Nerdy.
Sujimy Mohamad is a Singaporean Facebook star with approximately 440,000 followers whose page features travel and flight-related content for countries including France, Morocco, and Australia. Leon Lim has a Facebook page primarily about fashion and food products that has 23,000 followers. Both will be introducing Korean fashion brands on their pages through real-time interaction with their followers.
Through this collaboration with Singaporean influencers, Shinsegae Duty Free hopes to secure a foothold in the Southeast Asian market as well as capitalize on the growing interest in K-fashion among global consumers.
Shinsegae Duty Free’s K-fashion product sales have increased by 89% annually, with the exception of 2020. This suggests that Korean fashion may become a new competitive edge—independently of foreign luxury brands—that is unique to not only Shinsegae Duty Free but other Korean duty-free companies.
This collaboration follows the success of the March collaboration, which was also done with Singaporean influencers as part of Shinsegae Duty Free’s attempt to attract customers outside of China and resulted in an over five-fold increase in sales of featured brands.
A Shinsegae Duty Free official said, “We are excited about Singaporean consumers gaining access to Korean cosmetics and clothing brands through this live broadcast. We will be doing our utmost to extend our influence to new overseas markets and help excellent Korean brands expand into and grow in such markets.”
Shinsegae duty free=2022/06/17