Shinsegae Duty-Free runs immersive pop-up with K-beauty brand Joseon Minyeo

Shinsegae Duty-Free said it is running an immersive pop-up store with K-beauty brand Joseon Minyeo on the 10th floor of its Myeong-dong location through Sept. 30.

Joseon Minyeo, an existing tenant at the Myeong-dong store, is a herbal cosmetics brand that uses natural ingredients such as rice, ginseng, Japanese apricot and mugwort. Its flagship product, the Malgeunssal Sun Cream, is popular in more than 100 countries, including the United States, Europe, Australia and India. The brand began selling at Sephora in the US in July last year and now has more than 640 permanent Sephora locations, with total consumer touchpoints — including Sephora shops inside Kohl's stores — reaching about 1,496.

The pop-up centers on a customer participation event using yut nori, a traditional Korean board game. Customers who spend $30 or more on Joseon Minyeo products receive five chances to play, while those who spend $60 or more receive 11. Posting a verification photo on SNS after visiting the pop-up earns one additional turn.

Customers toss the yut sticks themselves, and where their game piece lands determines which product they receive — options include the Malgeunssal Sun Cream, Centella Vita Serum, Ginseng Eye Cream and Ginseng Essence Water. Prizes with a traditional Korean aesthetic are also on offer, including a glow macramé keychain, a bokjumeoni pouch and a Joseon Minyeo Moon Rabbit keyring.