All-Around Collaboration in Media Art and Branded Content
Shinsegae Duty Free announced on December 24 that it will join forces with the Jeonju International Film Festival to strengthen its competitiveness in media content based on culture and the arts.
On December 23, Shinsegae Duty Free held a memorandum of understanding (MOU) signing ceremony with the Jeonju International Film Festival at the Shinsegae DF headquarters in Jung-gu, Seoul.
Shinsegae Duty Free and the Jeonju International Film Festival signed a business agreement on the 23rd at the Shinsegae DF headquarters in Jung-gu, Seoul, to expand cultural and artistic content. (From left) Jeon Joonho, Executive Director of the Jeonju International Film Festival; Kim Hyuncheol, Head of Sales and Marketing at Shinsegae DF; Min Sungwook, Executive Director of the Jeonju International Film Festival. Provided by Shinsegae Duty Free
This agreement is part of Shinsegae DF's 'K-Reflection' art branding strategy. It was designed to spread the sensibility and artistic depth of Korean culture to global customers.
First, the two parties plan to produce video content featuring highlights from the 27th Jeonju International Film Festival, which opens on April 29 next year, and present it on the media facade at the Iconic Zone on the 10th floor of Shinsegae Duty Free's Myeongdong branch.
In the future, they will also carry out a range of joint online and offline marketing activities, including producing collaborative media art content, jointly promoting branded films and digital campaigns, and planning content based on the film festival’s archive. Through these initiatives, the duty-free store space will be expanded into a multi-cultural platform.
Kim Hyuncheol, Head of Sales and Marketing at Shinsegae DF, said, "With the artistic vision of the Jeonju International Film Festival and Shinsegae Duty Free's art branding capabilities coming together, we expect to create new content that will convey the depth of Korean culture to global customers. Through collaborations that encompass film, art, and digital, we will further enhance the value of 'experiencing culture and the arts while traveling in Korea' for international tourists."
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