Shinsegae Duty Free said on the 2nd that it released "New Discovery TV – summer vacation edition," shopping content co-produced with Hwahae.
New Discovery TV is Shinsegae Duty Free's digital content series that introduces duty-free shopping and Korea travel information to Chinese customers. Starting with this summer vacation edition, the two companies plan to release a total of five collaborative episodes sequentially.
The video centers on an exclusive "Hwahae X Shinsegae Duty Free" sales display set up at Shinsegae Duty Free's Myeong-dong store. It introduces a variety of K-beauty products, including basic and color cosmetics and perfumes that are good to use at summer destinations.
It also provides guidance on the features, how to use, and purchase benefits of major brand products such as Medicube, Vidivici, Goongbe, and Abib.
The content is released through major Chinese social networking services (SNS) such as Weibo, Xiaohongshu, Douyin, Bilibili, and WeChat, as well as global channels including Instagram.
Hwahae is a platform that provides beauty information, such as cosmetic ingredients and user reviews, through a dedicated application, and recommends and sells products tailored to users' skin characteristics and preferences.
A Shinsegae Duty Free official said, "We planned this content to help Chinese tourists more easily choose the K-beauty products they need while traveling," adding, "We will continue to expand digital content that can showcase the appeal of K-beauty brands and duty-free shopping."