Shinsegae department store launches Poobilla keyring event to engage millennial, Gen Z fans

Shinsegae Department Store said it will launch a keyring event starting Thursday, built around its signature character Poobilla and designed to bridge its mobile app and 13 stores across the country.

The campaign aims to bring the high engagement of the department store's mobile app — which has surpassed 1.1 million monthly active users — into the physical retail space. Shoppers receive a Poobilla doll keyring at a store, then complete missions on the app to earn fashion accessories for the doll.

The app event runs from Thursday through July 22. Participants who complete six missions — including daily check-ins, friend referrals, an in-store purchase of at least 10,000 won ($7) and joining the app community — can claim prizes on a first-come, first-served basis. The prizes are Poobilla fashion accessory random boxes for dressing up the doll.

The in-store event, where participants can receive a Poobilla doll keyring, runs from July 17 to July 19. Shoppers obtain an entry pass through the app and then take part in games at the store venue, including a Poobilla-themed board game. Every prize box includes a 3,000-won discount coupon valid for purchases of 10,000 won or more at food and beverage outlets.

"We will offer a wide range of content through the mobile app — not just shopping information and benefits, but also fun and collectible value," said Lee Seong-hwan, executive director of sales strategy at Shinsegae Department Store.