The Shilla Duty Free (Shilla) has partnered with popular Chinese webtoon artists to target young Chinese consumers.

Shilla has previously undertaken various other partnerships involving K-Pop ambassadors and recent campaigns around Chinese and Korean New Year.

According to the retailer, webtoons have become a powerful way of connecting closely with customers.

THE YOUNGER GENERATION

The partnership with webtoon artists Niu Hong Hong and Run Guan specifically targets women in their 20s and 30s, Shilla’s main customer base. Shilla stores were featured in the webtoons and the contents were promoted through each artist’s social media.

Comments such as ‘I would like to shop there’, ‘I should visit during my next visit to Korea’ and ‘I like the store interior’, appeared in real-time.

The webtoons not only introduced Shilla shops, but also highlighted nine local eateries near its Seoul Store, showcasing the surrounding area as a local attraction.

Since 2016, Shilla has continued to promote its local communities by introducing nearby restaurants through various channels such as The Shilla Online Duty Free in Chinese and its official Weibo.

A Shilla spokesman said: “The partnership with Chinese webtoon artists is a first in the industry. We expect to be able to better connect with Chinese customers.

“Creative marketing such as this will be continued during the peak seasons such as Chinese Lunar New Year, Mid-Autumn Festival and The National Day of China, to broaden the communication with our customers.”