Shinsegae Duty Free has announced a new partnership with Korean lifestyle brand Eastern Edition, aiming to strengthen brand collaboration and promote Korean cultural and artistic influence globally. The two companies previously collaborated on a signature fragrance inspired by Shinsegae Duty Free’s characters Paul & Bani, which was well-received by customers. This year, Eastern Edition plans to create an exclusive art and culture campaign space utilizing Shinsegae Duty Free’s character IP, and the travel retailer will support art branding and marketing initiatives within its Myeong-dong store.
Eastern Edition, co-founded by designers Yang Tae-oh, Im Dae-sun, and Hong Hyuk-jin, offers modern interpretations of traditional Korean aesthetics through furniture and lifestyle products. The brand has experienced remarkable global growth and recently secured funding for further expansions, including the exploration of a showroom in New York.
Shinsegae Duty Free is committed to strengthening its art branding and marketing strategies through its collaboration with Eastern Edition, aiming to establish a unique identity in the duty-free sector. The characters Paul & Bani, representing artists who love travel and art, are central to this partnership and symbolize the company’s vision of creative exploration and discovery.
Through this strategic partnership, Shinsegae Duty Free aims to promote Korean cultural heritage and solidify its brand value within the travel retail sector. The companies are excited about the future of this collaboration and look forward to innovating in K-retail and K-lifestyle markets.
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