Shinsegae Duty Free Wins Content Innovation Grand Prize at Social i-Award 2025

Strengthening Communication Through SNS Content Strategy
Content Engagement and Participation Rates Up 168%

Shinsegae Duty Free announced on July 25 that it received the Content Innovation Grand Prize at the 'Social i-Award 2025,' the largest social internet service awards ceremony in Korea. This marks the third consecutive year of winning, following the Best Brand Shopping Instagram Award in 2023 and the Integrated Grand Prize in the Shopping category last year.

Shinsegae Duty Free announced on the 25th that it won the Content Innovation Award at the 'Social iAward 2025,' the largest social internet service awards ceremony in Korea. Photo by Shinsegae Duty Free

The Content Innovation Grand Prize is awarded to companies that achieve outstanding results in social networking service (SNS) content strategy and overall innovation, regardless of industry sector.

Shinsegae Duty Free has operated content under the concept of 'A Space Where a New World of Travel Begins,' featuring visually stimulating materials that evoke excitement for travel, duty-free shopping tips, customer participation interviews, and memes (meme·online viral content). Starting this year, the company has enhanced its communication approach by shifting to a storytelling strategy and focusing on Reels (short-form videos). In particular, the official Shinsegae Duty Free Instagram account was recognized for effectively delivering the joy of travel and duty-free shopping visually and for facilitating active communication with customers.

As a result, in the first half of this year, engagement and interaction rates?including the number of comments and likes on content?increased by 168% compared to the second half of last year. The average number of comments per post also rose by more than 60% year-on-year.

A Shinsegae Duty Free representative stated, "It seems that content reflecting trends and sincere communication leading to customer participation were highly evaluated," adding, "We will continue to grow as a channel that further strengthens trust and relationships with customers through high-quality content and active communication."