SHINSEGAE DUTY FREE

SEOUL, South Korea — October 21, 2025 — Shinsegae Duty Free’s latest advertising campaign featuring global street dance icon KYOKA is capturing worldwide attention, amassing over 6.5 million views within its release. 

Set against the dynamic backdrop of Incheon International Airport, the campaign video highlights KYOKA’s charismatic and powerful dance performance as she moves freely through the duty-free spaces — from the airport’s moving walkways to the brand’s signature “Shinsegae Zone.” Her energetic choreography embodies the brand’s unique identity and spirit. 

Under the slogan “Duty-Free Shopping, My Way — Shinsegae Duty Free” the campaign delivers a bold and stylish visual message, positioning Shinsegae Duty Free as a brand that inspires travelers to express themselves through unforgettable shopping experiences. 

Born in Japan, KYOKA is one of the world’s most celebrated street dancers. In 2016, she made history as the first Japanese, first female, and youngest-ever winner of Juste Debout, one of the world’s three major dance battles. Most recently, she gained renewed attention for her standout performances on Mnet’s reality show World of Street Woman Fighter 3 (SWF3), earning praise as a “dancer’s dancer.” Known for her charisma, distinctive fashion sense, and relatable personality on social media, KYOKA has built a passionate global following. 

The main campaign video, released on October 2, showcases KYOKA dancing her way through Shinsegae Duty Free’s Incheon Airport store — weaving together scenes of fashion, beauty, and K-style with her signature rhythm and precision. 

The campaign is being featured across Shinsegae Duty Free’s and KYOKA’s official Instagram accounts, as well as on YouTube, TikTok, and major digital billboards in Myeongdong, Gangnam, and Hongdae. In addition, behind-the-scenes footage, long-take dance clips, and editorial-style images have fueled strong organic engagement among Gen Z communities, driving viral momentum across platforms. Collectively, Shinsegae Duty Free’s four campaign videos have now surpassed five million cumulative views, reflecting strong interest from both domestic and international audiences. 

To celebrate the campaign launch, Shinsegae Duty Free is also hosting an online customer event. Beginning October 17, registered members of the Shinsegae Duty Free online mall can enter for a chance to win a limited-edition KYOKA photo card set.