South Korean travel retailer Shinsegae Duty Free has struck a strategic marketing deal with China Southern Airlines that offers incentives to loyalty members of the carrier.

Under the terms of the agreement, signed on 23 January at Shinsegae Duty Free’s headquarters in Jung-gu, Seoul, various shopping perks will be available from the end of February.

These include subsidies, duty free discount coupons for use at Incheon International Airport, Starbuck’s drink exchange vouchers and mask packs based on the purchase amount.

Platinum members of China Southern Airlines will enjoy the status of ‘New World Duty Free Black’, affording them access to the VIP lounge at Shinsegae Duty Free’s downtown Myeongdong store in Seoul.

In addition, the travel retailer is looking at expanding the package of benefits on offer in subsequent phases aligned to accumulated mileage.

This collaboration, dubbed ‘unprecedented’ in a statement, forms part of a proactive effort by Shinsegae Duty Free to amplify its marketing strategy to attract individual tourists from China and across Asia.

It says the agreement is expected to broaden the South Korean firm’s global customer reach by tapping into the airline’s 97-million member base and fleet of 900 aircraft.

“With this historic agreement, we envision a continuous exchange of various partnership services and fostering a friendly relationship with China Southern Airlines,” said a Shinsegae Duty Free spokesperson. “Moving forward, Shinsegae Duty Free is poised to actively target individual global tourists through an expanded network of global partnerships.”

Byredo pop-up arrives at Incheon T2

In a related development, Shinsegae Duty Free has inaugurated a pop-up unit for beauty label Byredo at Incheon International Airport Terminal 2.

Carrying a curated assortment of perfumes, body care, hand care and home fragrance products, the store welcomes visitors to the brand’s luxury universe.

A minimalist yet refined design underpins the essence of the Byredo store, with a colour palette inspired by the Year of the Blue Dragon, a reference to South Korea’s gabjinnyeon year in 2024 – ‘Gab’ (yang or blue), ‘Jin’ (dragon) – to offer an elegant ambience.

Customers can meet with professional consultants for a more personalised shopping experience and explore a mini photo zone to capture their in-store moments.

Shoppers will receive exclusive gifts such as a hand cream (30ml), a hair perfume (75ml), and pop-up exclusive trois miniature eau de parfum (8ml), based on the purchase level.

“As the demand for niche perfumes continues to rise, Shinsegae Duty Free remains committed to offering a distinctive and premium pre-travel shopping experience,” read a statement.

“The company recognises the evolving preferences of domestic and international customers and aims to cater to their needs by featuring coveted brands and products at Incheon International Airport.”