The “K-WAVE Zone” at Shinsegae Duty Free’s Myeongdong store.

Shinsegae Duty Free is strengthening its K-culture content and shopping promotions ahead of an upcoming performance by global supergroup BTS in Seoul’s Gwanghwamun area.

The retailer aims to capture rising demand from international fans and tourists visiting its Myeongdong flagship store before and after the gig.

The concert, scheduled for 21 March in Gwanghwamun, is expected to draw a large influx of global fans and visitors to central Seoul.

In anticipation of increased foot traffic, Shinsegae Duty Free is expanding its portfolio of related merchandise and promotional programmes tied to Korean pop culture.

Earlier this year, Shinsegae Duty Free opened the “K-WAVE Zone” at its Myeongdong store – a dedicated space showcasing K-culture merchandise, including official BTS products.

Key items include BTS magazines, magnets, puzzles and plush dolls, along with crossbody bags, figurines, toothbrush sets with holders and character keyrings. Additional items – including special-edition albums featuring the full group and merchandise from the character brand BT21 – will be introduced in stages.

Shinsegae aims to capture rising demand from international fans and tourists visiting its Myeongdong store ahead of the BTS performance.

The Myeongdong store also offers culinary experiences inspired by Korean pop culture. At the “Taste of Shinsegae” K-food curation zone, visitors can find products such as the “Dongwon Super Tuna Edition Gift Set” featuring member Jin, as well as “Damte Kombucha BT” packaged with Tiny TAN, a character brand inspired by BTS members.

Demand for BTS-related merchandise has historically spiked during major moments for the group. In May last year, when anticipation grew around the members’ full-group return, Shinsegae Duty Free reported that BTS merchandise sales at its “Space of BTS” pop-up soared around +285% percent month-over-month.

In line with the continued global popularity of Korean culture, Shinsegae Duty Free is also launching a broader promotional campaign. From March 13-31, the company is hosting a “K-Love Festival” for international customers.

The Myeongdong “Taste of Shinsegae” K-food curation zone store also offers culinary experiences inspired by Korean pop culture.

During the campaign, its online duty-free platform will feature curated promotions offering discounted K-fashion, Korean beauty products and food items.

New overseas members will receive KRW5,000 (US$3.35) in duty-free points along with a 9% discount coupon. At the Myeongdong store, from 16-31 March, visitors will also receive instant-use discount coupons and shopping support incentives of up to KRW30,000 (US$20.11). Additional events include giveaways such as K-heritage keyrings and K-culture sticker sets.

“Following the BTS concert, we expect a growing number of global fans and tourists to visit Myeongdong,” noted a Shinsegae Duty Free spokesperson. “Through a variety of K-culture content and curated experiences, we aim to offer international visitors a distinctive shopping experience at our Myeongdong store.”

READ NEXT: Shinsegae Duty Free presents ‘Eureka!’ public media art exhibition

READ NEXT: Shinsegae in turnaround mode, but discloses -66% net income decline

READ NEXT: Shinsegae Duty Free collaborates with najeonchilgi master Daehyun Sohn