ENHYPEN Named New Face of Shilla Duty Free as Brand Steps Up Global Marketing

The group ENHYPEN has been named the new face of Shilla Duty Free, underscoring its global influence.

ENHYPEN named Shilla Duty Free's signature global face Shilla Duty Free and ENHYPEN's agency, BELIFT LAB, said on the 4th that the two companies signed a memorandum of understanding on the 26th of last month at Shilla Duty Free's Seoul store in Jung-gu, Seoul, and appointed ENHYPEN as the brand's official promotional models. The group's strong recognition overseas and powerful global fandom were key factors in the selection. Given the duty-free industry's focus on outbound travelers and foreign tourists, the companies determined that an artist with broad name recognition among consumers in South Korea and abroad would be well suited to strengthening the brand's competitiveness.

Dominant K-pop group solidifies standing by topping music charts and awards shows ENHYPEN has continued its steep rise in global markets with its latest album, which became the group's fifth double-million seller, while also reaching No. 1 on the U.S. Billboard main album chart, the Billboard 200. The group has further cemented its position as a leading K-pop act by sweeping grand prizes at major music awards shows in South Korea and abroad, including the MAMA Awards. Shilla Duty Free plans to further strengthen communication with global customers by leveraging ENHYPEN's distinctive brand value.

Diverse global marketing campaign to span online and offline channels ENHYPEN will take part in a range of brand campaigns, including Shilla Duty Free's online and offline promotions, digital content production and social media events. Shilla Duty Free said its collaboration with ENHYPEN will significantly expand opportunities to engage not only with customers in South Korea but also with foreign tourists, maximizing the synergy of K-pop marketing.