Doosan Corporation is all set for the opening of its new Doota Duty Free store in Dongdaemun, Seoul today. Dongdaemun is a popular tourism destination, especially among Chinese tourists who make up about half of the 7 million foreigners visiting the area every year.
The chaebol was awarded its first-ever downtown duty free licence in the controversial licence bid late last year. The company won the licence previously held by Lotte Duty Free for its Lotte World Tower shop.
Since that stunning coup, Doosan has moved fast to put a strong duty free organisation in place.
Doota Duty Free received a further huge boost in April when it announced that South Korean’s hottest Hallyu celebrity, Song Joong-ki, is to star in the retailer’s new marketing campaign.
Song rose rapidly to superstardom after starring in ‘Descendants of the Sun’, a Korean TV drama that has generated phenomenal popularity across much of Asia.
“We decided to feature Song Joong-ki as the model in the Doota Duty Free marketing campaign because his smart, sophisticated image together with his unique charms recently added after starring in Descendants of the Sun fit well with the identity of the Doota Duty Free Store that is set to open in Dongdaemun soon,” said a Doota Duty Free spokesperson.
Song is being referred to as “quanminlaogong” in China – meaning the nation’s most desirable husband in Chinese. He will promote Dongdaemun and the Doota Duty Free Store as well as Korean concepts such as K-fashion, K-pop and K-culture in the region.
(Source: The Moodie Report )