![Ahn Jae-ho (center), senior managing director of the sales support team at Shilla Duty Free, poses with Enhypen at an ambassador appointment ceremony held at the Shilla Duty Free Seoul store on Aug. 26. [Shilla Duty Free]](https://wimg.heraldcorp.com/news/cms/2026/09/04/news-p.v1.20260904.322ec5eda38e4ff78772cd108bc3c390_P1.jpg)
Shilla Duty Free announced Friday it has selected global K-pop group Enhypen as its new promotional model.
On Aug. 26, the company signed an MOU with Enhypen's agency Belift Lab at its Seoul store in Jangchung-dong, Jung-gu, to formalize the appointment.
Shilla Duty Free has been strengthening communication with customers at home and abroad and enhancing its brand competitiveness through collaborations with artists who have global reach.
Enhypen is one of K-pop's leading acts, having swept the grand prizes at major awards ceremonies including the MAMA Awards. The group achieved its fifth double million-seller with an album released last month and has also topped the Billboard 200, Billboard's main album chart in the United States.
Shilla Duty Free plans to run a range of brand campaigns with Enhypen, spanning online and offline marketing promotions, digital content production and SNS events. Through these efforts, the company aims to expand customer touchpoints at home and abroad while delivering a differentiated brand experience.
spa@heraldcorp.com
