Shinsegae’s Beauty of Joseon pop-up is running until 30 September.

Shinsegae Duty Free has partnered with K-Beauty brand Beauty of Joseon for an interactive Chuseok-themed pop-up at its Myeongdong flagship store in Seoul.

Running until 30 September on the store’s 10th floor, the activation combines Beauty of Joseon’s Korean-inspired beauty proposition with Yut Nori, a traditional Korean game commonly played with family and friends during holidays including Chuseok. The experience has been timed to coincide with Korea’s autumn harvest festival, when family gatherings and gift-giving are accompanied by an increase in overseas travel among Korean consumers.

Customers spending US$30 or more on Beauty of Joseon products receive five opportunities to play Yut Nori, rising to 11 for purchases of US$60 or more. Visitors can gain an additional turn by sharing a photo or video of the pop-up on social media.

Participants throw four traditional wooden yut sticks and move their game piece according to the result, with prizes determined by where they land on the board. Every participant receives a gift, with prizes including Beauty of Joseon products such as Relief Sun: Rice + Probiotics, Green Plum Refreshing Cleanser, Revive Eye Serum: Ginseng + Retinal and Ginseng Essence Water. Korean-inspired merchandise including a Glow Knot key chain, Bokjumeoni pouch and Joseon Moon Rabbit key ring is also available.

Beauty of Joseon has built its proposition around ingredients associated with traditional Korean beauty, including rice, ginseng, plum and mugwort, with its Relief Sun: Rice + Probiotics sunscreen now sold in more than 100 countries, according to Shinsegae Duty Free.

The brand entered Sephora in the US in July 2025 and is now available in more than 640 permanent locations, with around 1,496 consumer touchpoints when Sephora locations within Kohl’s stores are included.

The Beauty of Joseon pop-up has been timed to coincide with Korea’s autumn harvest festival.

Customers spending US$30 or more on Beauty of Joseon products receive five opportunities to play a traditional Korean game, Yut Nori.

“Through this pop-up, we wanted to combine the spirit of the Korean holiday season with Beauty of Joseon’s distinctive brand identity and offer customers a new and engaging way to experience the brand,” said a Shinsegae Duty Free representative. “We hope visitors to Shinsegae Duty Free can enjoy the festive spirit and abundance of Chuseok through both K-Beauty and K-Play.”

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