Shinsegae Department Store Launches Premium Domestic Travel Campaign Combining Gourmet Food and Art

Campaign "Local is Shinsegae" Promotes Regional Content
Yacht Tours and Yunchan Lim Performance Offered in Andong and Tongyeong
Paid Program Operates from the 27th to the 31st
To Be Introduced Later as a Pop-up Store

Shinsegae Department Store is launching a premium domestic package tour product as part of the campaign "Local is Shinsegae," which promotes regional content.

Shinsegae Department Store Gangnam Branch. Shinsegae Department Store

Shinsegae announced on the 18th that from the 27th to the 31st of next month, it will run a program where customers visit Andong in Gyeongbuk and Tongyeong in Gyeongnam to taste unique local ingredients and attend the Tongyeong International Music Festival.

"Local is Shinsegae" is a win-win program that started in Gwangju in September 2023 and spans three sessions from Taean and Hongseong in Chungnam to Gimhae in Gyeongnam, allowing customers to directly experience and promote hidden local ingredients and culture. After the trip, a gourmet dining event using local ingredients is held, and the ingredients discovered during the trip are introduced through a department store pop-up store.

This time, "Local is Shinsegae" is presented in a premium travel format. In addition to the existing methods such as purchasing agricultural products or sponsoring events to revitalize the local economy, the unique content of each region is premiumized and introduced to enhance the commercial appeal of lesser-known local content.

Local Shinsegae_Andong, Tongyeong Premium Travel. Provided by Shinsegae Department Store

During this trip, customers will have the opportunity to attend the Tongyeong International Music Festival starting on the 28th of next month. They will be able to listen to a performance by the world-renowned pianist Yunchan Lim.

Shinsegae expects that customers ranging from classical music enthusiasts to those unfamiliar with classical music will be able to enjoy a new culture unique to Tongyeong.

Content that allows customers to experience local food culture will also be offered. On the first day of the trip in Andong, a special dining course featuring the local representative dish, salted mackerel, and seasonal ingredients will be provided, along with a tour to taste Andong’s traditional liquor "Jinmaek Soju" at a local brewery and hear the producers' stories.

In Tongyeong, customers will visit aquaculture farms producing oysters and sea squirts to directly experience how Tongyeong’s representative ingredients are produced, and enjoy a luxury yacht tour on the Tongyeong sea. Additionally, customers will stay on the Haerang Rail Cruise, Korea’s only hotel-style luxury tourist train.

The ingredients and products that customers experience and discover in Andong and Tongyeong will be reintroduced in the first half of this year at Shinsegae Department Store in the form of a pop-up store. Lee Seonghwan, Executive Director of Sales Strategy at Shinsegae Department Store, said, "We have launched a domestic trip that adds a premium to the regional win-win campaign 'Local is Shinsegae' to contribute to promoting the unique characteristics of regions in a new way exclusive to Shinsegae. We will continue to lead the industry by offering customers new experiences through differentiated content."

Next month, the "Local is Shinsegae" campaign will be conducted as a paid program, unlike before. From the 20th to the 24th, VIP Red grade and above can apply, and from the 25th onwards, general customers can apply through the mobile application (app).