SOUTH KOREA. Shinsegae Duty Free is marrying K-culture, K-pop and K-beauty with a pioneering immersive retail experience at its Myeong-dong, Seoul store.
The travel retailer has brought together global content sensation Kpop Demon Hunters with leading K-beauty brand Anua for a limited-time pop-up through April.
The exclusive Anua x Kpop Demon Hunters pop-up features a curated line-up of 20 special-edition products available only at Shinsegae Duty Free.
Since its release in June 2025, the KPop Demon Hunters animated film has topped global Netflix charts and dominated music charts worldwide. It tells the story of K-pop superstars Rumi, Mira and Zoey who, when they aren’t selling out stadiums, are using their secret powers to protect fans from supernatural threats.
The collaboration marks a unique intersection of K-content and K-beauty, Shinsegae Duty Free said, offering global travellers a differentiated and highly engaging shopping experience.
“We believe this collaboration reflects the growing convergence of content, culture, and commerce – particularly within the global Gen Z audience,” a Shinsegae Duty Free spokesperson told The Moodie Davitt Report.
Notably, the collection includes eight travel retail-exclusive items unavailable in the domestic market. This reinforces Shinsegae Duty Free’s commitment to delivering unique product assortments tailored specifically for international customers, the company said.
As part of Shinsegae’s differentiated content curation strategy, the brand simultaneously launched the pop-up space alongside the product debut, enhancing customer engagement and brand storytelling on-site.
Known for its gentle, soothing skincare philosophy that minimises unnecessary ingredients and irritation, ANUA has seen rapid growth in North America following the success of its Heartleaf 77 Toner.
Since entering the market in 2022, the brand has recorded an average annual growth rate of +250%. It was named a ‘Top Brand of 2024’ on Amazon U.S. and was the only Korean beauty brand selected among the ‘Top 100 Brands for 2025’ by leading US beauty media, underlining its strong appeal among Gen Z consumers globally.
The collaboration is built around a storytelling-driven concept that merges ANUA’s ‘comfort-first skincare’ philosophy with the heroic universe of Kpop Demon Hunters. By framing skincare as a journey of protection and recovery from external stressors, the pop-up transforms daily skincare routines into an immersive narrative experience – seamlessly connecting brand engagement with purchase.
The special-edition line-up features over 20 skincare products, including sunscreens, sheet masks, acne patches, serums, and curated sets such as the PDRN Glow Discovery Set, Glow Discovery Set, and Double Cleansing Duo Set. These items are available both at Shinsegae Duty Free’s online store and at its Myeong-dong location.
To celebrate the launch, Shinsegae Duty Free is operating the pop-up through April 30 at the Iconic Zone on the 10th floor of its Myeong-dong store. Designed around the theme of ‘A journey to protect and restore the skin’ the space incorporates soft curves and minimalistic design elements to reflect both ANUA’s brand philosophy and the narrative world of Kpop Demon Hunters.
Visitors can also enjoy a range of promotional activities during the pop-up period. Customers who make purchases on-site have the opportunity to participate in a random draw event and social media activations across platforms including WeChat, TikTok, Instagram and Xiaohongshu. Exclusive gifts include limited-edition items such as keyrings, stickers, photo cards, pouches, and products featuring Heartleaf and PDRN ingredients.
A Shinsegae Duty Free representative said, “This collaboration between ANUA and Kpop Demon Hunters exemplifies how we are expanding the experiential value of travel retail by integrating brands with global content IP.
“We will continue to scale up content-driven brand partnerships that reflect the evolving tastes and trends of our global customers.”
SOURCE: The Moodie Davitt Report by Martin Moodie April 2026.
