Who's the girl group lighting up Shinsegae's media facade?

Shinsegae Department Store announced Wednesday that it will screen music videos and exclusive time-signal clips featuring Hybe's rookie girl group TUIDE on Shinsegae Square, the flagship store's giant media facade, for one month.

The content went live Monday at 6 p.m., timed to the release of TUIDE's debut album "TUNE&PLAY." The full music video for title track "SUN KISS" and a dedicated time-signal clip were unveiled simultaneously on Shinsegae Square.

TUIDE is the first girl group from ABD, a new label under Hybe Music Group. The members come from diverse cultural backgrounds spanning South Korea, the United States, the United Kingdom and Japan. The time-signal clip was produced around a self-introduction concept.

The videos will run daily from 7 a.m. to 11 p.m. through Sept. 25. Visitors can scan a QR code on-site to watch the content with synchronized audio. Those who scan will also gain access to an exclusive bonus clip not available to the general public. Visitors who verify their on-site visit through Sunday will receive a Polaroid photo.

Since opening in November 2024, Shinsegae Square has featured music videos and time-signal content from BTS, Illit, Tomorrow X Together and G-Dragon, among others. "Going forward, we will expand simultaneous music video releases and exclusive time-signal collaborations with a variety of entertainment companies to make Shinsegae Square in Myeong-dong a K-pop landmark," said Lee Sung-hwan, executive director of sales strategy at Shinsegae Department Store.