Shinsegae Duty Free ‘blends music and travel shopping’ with K-pop group TWS

By Benedict Evans |

Shinsegae duty free store at Incheon International Airport

The interior of a Shinsegae duty free store at Incheon International Airport.

Shinsegae Duty Free has collaborated on a music project, ‘Play with us,’ in partnership with a six member K-pop group called TWS, which operates under the management of South Korean entertainment company Pledis Entertainment.

Shinsegae Duty Free says the collaboration with TWS has the potential to redefine the travel retail experience by blending the worlds of music and duty-free shopping.

The TWS group name is an abbreviation of ‘twenty four seven with us’, a phrase which Plebis Entertainment says symbolises a commitment to being with their listeners around the clock.

TWS released their first mini album, ‘Sparkling Blue’ upon debuting in January 2024, selling 200,000 units in the first day and topping the album chart in Korea.

Shinsegae Duty Free says it decided to work with TWS on the project after being inspired by a message from the group, one which states TWS will become a precious friend whom makes the daily life of their listeners special through music.

Son gun-il,  Senior Vice President of Shinsegae Duty Free, said: “Our primary objective is to provide customers with exceptional experiences by expanding customer contact points throughout their journey. Customers are expected to enjoy our various contents and services provided in our ecosystem.”

Through the ‘Play with us’ project, TWS says it will introduce ‘excitement to meet a new world through Shinsegae Duty Free.’

“We continuously increase the number of relevant companies such as hotel & resorts, airlines and art through a strong partnership,” added Son gun-il.

K-pop group TWS feature in a music video for Shinsegae Duty Free

The full host of content produced between the two parties has not yet been released, though a short teaser video has been uploaded to the Shinsegae Duty Free Instagram.

In a strategic move to adapt to evolving tourism trends, Shinsegae Duty Free has established global partnerships with airlines like Cathay and China Southern Airlines, boasting a combined membership of 97 million.

The Korean travel retailer says it envisions this music project as a new era of collaboration, expanding beyond conventional advertisements and concerts. The company plans to enrich the travel lifestyle ecosystem through future collaborations with hotels and art initiatives.

K-pop group TWS feature in a music video for Shinsegae Duty Free

This collaboration extends beyond traditional boundaries, tapping into the art field.

Shinsegae Duty Free is hoping the combination of TWS’ musical output and its own brand message will bring a unique mood and feel to the travel lifestyle ecosystem, inviting future collaborations with hotels and art initiatives.

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