NAVER expands membership benefits offline...holds ‘Nefesta’

[Financial News] NAVER is expanding its membership benefits, which have centered on online services, to include offline cultural and shopping experiences. Through events incorporating its technologies, including payment, access authentication and non-fungible tokens (NFTs), the company aims to broaden its points of contact with users and strengthen ties with brands and local businesses.
According to industry sources on the 30th, NAVER will hold the offline festival Nefesta at Anderson C Seongsu in Seongsu-dong, Seoul, through November 1.
The event was designed to bring together brand experiences, artist performances and merchandise centered on Naver Plus Membership. In advance sales for Naver Plus Membership users who had spent at least 200,000 won using NAVER Pay, all 3,000 tickets sold out in 40 minutes.
A space celebrating the partnership between NAVER and Netflix will be set up at the venue. The event will feature a history zone highlighting campaigns the two companies have run over the past two years and a character photo zone, and will offer limited-edition commemorative gifts to Naver Plus Membership users of Netflix.
The event will also feature a fashion brand experience space. At the showroom for Knockit (KNOKIT), a contemporary fashion brand service launched last April, visitors can try on new products from popular fashion brands and purchase them online. The showcase will also include products from about 50 brands in food, beauty and home and lifestyle, as well as exclusive products co-developed by NAVER from the planning stage.
The event also offers hands-on programs using NAVER’s payment and authentication technologies. Visitors can enter the venue without a separate authentication method using FaceSign, NAVER Pay’s face-recognition payment and authentication service. A stamp tour will also let visitors collect NFTs from each booth using the NAVER Pay Wallet. Visitors who collect NFTs will receive prizes such as NAVER Pay points.
The event will also run promotions in partnership with local businesses. NAVER is running Matdongyeojido, a curated feature introducing popular restaurants in the Seongsu area, through November 11. Customers who make a NAVER Reservation and write a review at participating businesses will earn points. At Npay Connect merchants, customers who make a NAVER Reservation, visit and pay will receive up to 20% back in points.
NAVER plans to expand membership experiences in offline spaces through this event. On the 26th, it signed an arena naming-rights agreement and a strategic partnership with Inspire Entertainment Resort, naming the venue Naver Arena. A range of events is planned for next year, starting with the first tennis match, ‘NAVER × Hyundai Card The Six,’ this December.
[email protected] Jang Min-kwon Reporter