"K-Beauty Meets Traditional Korean Games": Shinsegae Duty Free Operates Beauty of Joseon Pop-Up

[Financial News] Shinsegae Duty Free is operating an experiential pop-up store that combines the K-beauty brand Beauty of Joseon with traditional Korean games ahead of Chuseok.
According to industry sources on the 2nd, Shinsegae Duty Free will run the Beauty of Joseon pop-up store in the pop-up zone on the 10th floor of its Myeongdong Branch through the 30th. The store introduces Beauty of Joseon products while offering customer-participation events featuring yutnori.
Beauty of Joseon is a traditional herbal cosmetics brand that uses natural ingredients such as rice, ginseng, Japanese apricots, and mugwort. Since beginning sales at Sephora in the United States in July last year, the brand has expanded to more than 640 permanent retail locations. Including Sephora stores inside Kohl’s locations, it now has approximately 1,496 consumer touchpoints.
Customers who make purchases at the pop-up can participate in yutnori and receive Beauty of Joseon’s signature products or brand merchandise depending on the outcome. The number of participation opportunities varies according to the purchase amount, while customers who upload a visit-verification post on social media can receive an additional chance to participate.
A Shinsegae Duty Free representative said, "This pop-up combines the spirit of Korea’s holiday season with Beauty of Joseon’s brand identity to showcase a new appeal of the brand," adding, "We hope customers visiting Shinsegae Duty Free can experience the joy and abundance of Chuseok through K-beauty and traditional Korean games."

[email protected] Hyunji Kim Reporter