Shinsegae Duty Free extends partnership with Korean lifestyle brand Eastern Edition

SOUTH KOREA. Shinsegae Duty Free has entered into a Memorandum of Understanding (MOU) with Korean premium lifestyle brand Eastern Edition.

Through this partnership, the two companies aim to strengthen brand collaboration, accelerate art marketing initiatives, and contribute to the global expansion of Korean cultural and artistic influence.

Building on the success of their initial collaboration last year, the agreement marks a significant step forward, Shinsegae Duty Free said.

As reported, the two companies previously developed a signature fragrance inspired by Shinsegae Duty Free’s characters Paul & Bani and successfully launched it at the retailer’s Myeong-dong store in downtown Seoul.

Pop-up stores, hosted at the VIP Lounge on the 9th floor and the Iconic Zone on the 10th floor, received an overwhelmingly positive response from customers, Shinsegae Duty Free said.

In line with the enhanced collaboration this year, Eastern Edition plans to create an exclusive art and culture campaign space utilising Shinsegae Duty Free’s character IP. And the travel retailer will provide media façade and pop-up zones within the Myeong-dong store’s Iconic Zone to support art branding and marketing initiatives.

Eastern Edition was co-founded by designers Yang Tae-oh, Im Dae-sun and Hong Hyuk-jin. Rooted in the essence of traditional Korean aesthetics, the brand presents modern interpretations through elegantly designed furniture and lifestyle products.

Yang Tae-oh holds international acclaim as the first Korean to be recognised among the ‘Top 100 Interior Designers in the World’ by the prestigious design magazine Architectural Digest.

Since opening its first flagship store in Cheongdam in 2022, Eastern Edition has expanded to two domestic locations and operates showrooms in major global cities such as Paris, Los Angeles and Hong Kong. The brand has been experiencing remarkable global growth, with international sales increasing five-fold year-on-year in 2023.

Recently, Eastern Edition secured KRW4.7 billion (US$3.3 million) in funding from key investment firms, including Korea Investment Partners. In response to rising global demand, the brand is expanding its international distribution network and is currently exploring the launch of a showroom in New York.

Shinsegae Duty Free said it is committed to strengthening its art branding and marketing strategies through Paul & Bani, aiming to establish a unique and differentiated identity in the duty-free sector.

The characters Paul & Bani represent artists who love travel, fashion, and art, embodying Shinsegae Duty Free’s vision of spreading positive influence through creative exploration and discovery.

Through this strategic partnership, Shinsegae Duty Free aims to promote Korean cultural and artistic heritage to global customers while solidifying its distinctive brand value within the travel retail sector.

A Shinsegae Duty Free representative said: “Following the successful launch of the Paul & Bani signature fragrance last year, we were encouraged by the positive customer reception. Through this partnership, we look forward to further enhancing both brands’ value and pioneering new frontiers in K-retail and K-lifestyle.”