World-renowned street dancer KYOKA stars in Shinsegae Duty Free’s new campaign.

The latest Shinsegae Duty Free digital campaign featuring world-renowned street dancer KYOKA is making waves across social media, drawing millions of views and engaging a new generation of travellers with its bold, movement-led storytelling.

Since its launch earlier this month, the campaign video, filmed at Incheon International Airport, has garnered more than 6.5 million views across global platforms. The striking visual showcases KYOKA’s signature street dance performance as she moves through the airport’s walkways and Shinsegae Duty Free’s distinctive retail spaces, blending rhythm, style and travel culture.

Anchored by the slogan “Duty-Free Shopping, My Way — Shinsegae Duty Free,” the campaign encapsulates the brand’s commitment to empowering travellers to express themselves through authentic and memorable shopping experiences.

“Through this collaboration, Shinsegae Duty Free aims to deliver a message of confidence and creativity to global travellers,” a company spokesperson said. “KYOKA’s energy perfectly reflects the dynamic identity of our brand.”

Born in Japan, KYOKA is one of the most celebrated figures in the global street dance scene. In 2016, she became the first Japanese, first female, and youngest-ever winner of Juste Debout, one of the world’s premier dance competitions.

Her recent appearance on Mnet’s World of Street Woman Fighter 3 further cemented her reputation as a powerhouse performer admired for her charisma and individuality.

The main video, released on 2 October, sees KYOKA effortlessly blending movement with the brand’s retail environments, highlighting fashion, beauty, and the distinct “K-style” appeal that has become synonymous with Shinsegae Duty Free.

The campaign was rolled out across high-impact digital billboards in Myeongdong, Gangnam, and Hongdae.

The campaign rollout includes coordinated posts across Instagram, YouTube, TikTok, and high-impact digital billboards in Myeongdong, Gangnam, and Hongdae. Supplementary behind-the-scenes clips and editorial-style visuals have helped drive strong organic engagement among Gen Z audiences, with cumulative campaign views surpassing five million across multiple videos.

To mark the campaign launch, Shinsegae Duty Free has also introduced an online customer event. From 17 October, members of the Shinsegae Duty Free online mall can enter to win an exclusive KYOKA photo card set, further enhancing fan engagement and loyalty.

With this creative partnership, Shinsegae Duty Free continues to strengthen its brand presence in the global travel retail market — leveraging cultural storytelling and digital influence to connect with travellers in new and inspiring ways.

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