Shinsegae Duty Free announced on the 11th that it will expand K-culture goods and promotions at its Myeongdong store in celebration of BTS's Gwanghwamun concert on March 21. In January, Shinsegae Duty Free opened the "K-WAVE Zone" at the Myeongdong store, which consolidates K-culture content, and has been selling BTS-related products. Major items include BTS magazines, magnets, puzzles, stuffed dolls, crossbody bags, figure toothbrushes, and doll keyrings. Additionally, magazines featuring the full group, special edition albums, and character brand "BT21" goods will be released sequentially.

The Myeongdong K-WAVE Zone also offers content where visitors can experience Korean cuisine alongside Hallyu culture. At the K-food curation space "Taste of Shinsegae," the "Dongwon Super Tuna Edition Gift Set" featuring BTS member Jin and the "Damteo Kombucha BT" with BTS character "TinyTAN" packaging are on sale. These products are attracting the attention of tourists.

Whenever BTS-related issues arise, the sales of goods within Shinsegae Duty Free tend to increase. In May last year, when expectations for BTS's full group comeback were growing, sales of BTS goods at Shinsegae Duty Free's "Space of BTS" increased by approximately 285% compared to the previous month. This is regarded as a case where BTS's popularity positively impacted duty-free sales.

From March 13 to 31, Shinsegae Duty Free will hold the "K-Love Festival," a shopping promotion related to K-content targeting foreign customers. During the event period, the online mall will operate special sales offering various products such as K-fashion, domestic cosmetics, and food at discounted prices. New foreign members will receive 5,000 won in duty-free points and a 9% discount coupon. At the Myeongdong store, instant discount coupons and shopping support funds of up to 30,000 won will be provided from March 16 to 31.

A Shinsegae Duty Free official stated, "We expect an increase in global fans and tourists visiting Myeongdong due to the BTS concert," adding, "We will provide a differentiated shopping experience to customers visiting the Myeongdong store through various K-culture contents." These promotions and product expansions are analyzed as a strategy to increase duty-free sales by leveraging BTS's global popularity.

The expansion of products in the K-WAVE Zone and the K-Love Festival, coinciding with BTS's concert, will serve as an opportunity to further increase interest in Korean culture. Shinsegae Duty Free plans to continue efforts to attract foreign tourists and increase sales through various marketing strategies utilizing Hallyu content.