Four times a year, the new signature event brings affordable luxury, beauty, fashion and spirits to travelers at special duty-free prices.
SEOUL, South Korea, Sept. 18, 2026 /PRNewswire/ -- Shinsegae Duty Free is launching 'Shin Duty Free Sale,' a new signature shopping event designed to give travelers four opportunities each year to discover exceptional duty-free deals on luxury, beauty, fashion, spirits and more.
Held around Korea's major holidays and extended travel periods, Shin Duty Free Sale brings together customer-favorite brands, best-selling products and exclusive offerings available only at Shinsegae Duty Free. The event will become a recurring quarterly promotion, giving both domestic and international travelers a new reason to shop with Shinsegae throughout the year.
The inaugural Shin Duty Free Sale runs September 17 through October 11, both online and at Shinsegae Duty Free's Myeongdong store, timed to Korea's extended Chuseok holiday period and the consecutive public holidays of National Foundation Day and Hangeul Day.
The name 'Shin Duty Free Sale' uses 'Shin,' a friendly shortened reference to Shinsegae Duty Free, to create a more approachable and memorable name for the company's flagship promotional event.
Affordable Luxury Takes Center Stage
The inaugural event centers on "Affordable Luxury," offering a curated selection of luxury brands and best sellers at attractive duty-free prices. The promotion spans fashion and accessories, leather goods, cosmetics and fragrance, spirits and other popular categories.
Online, a total of 3,800 products from 277 brands will be available at discounts of up to 70%.
Among these, approximately 2,200 highly sought-after cosmetics and fragrance products from 173 customer-favorite brands will be offered at discounts of up to 60% off.
Participating brands include major international beauty brands include names such as YSL Beauty, Lancôme, Kiehl's, Prada Beauty (Fragrance), and Swiss Just, alongside THOME, a highly popular beauty device brand.
- Yunjac: up to 40% off
- VIDIVICI: up to 49% off
- Swiss Perfection: up to 30% off
- AMUSE: up to 48% off
- DEWARSOME: up to 49% off
In addition, Shinsegae Duty Free's exclusive brands will also offer major savings:
- The A Effect: up to 50% off
- Sunshuruup: up to 50% off
Beyond cosmetics and fragrances, the online sale showcases approximately 1,300 highly preferred products from 83 brands across fashion, accessories, and leather goods. To further elevate the shopping experience, a selection of 160-plus exclusive products and specialized promotional items from Shinsegae Duty Free's sole brands will be featured, adding a distinct and differentiated value.
At Shinsegae Duty Free's Myeongdong flagship, shoppers can explore approximately 290 products from 85 premium brands—including Sulwhasoo, The History of Whoo, Anua, and Biotherm—all at discounts of up to 40%.
To keep the selection fresh throughout the 25-day event, Shinsegae Duty Free is tailoring product assortments to each sales channel based on customer preferences and will rotate featured products and benefits during the promotion.
Special Experiences for Travelers
The inaugural Shin Duty Free Sale will also feature a series of themed promotions that go beyond traditional price discounts.
Through "Captain Ttager PICK," a spirits-focused campaign created in collaboration with Captain Ttager, one of South Korea's leading travel content creators with more than 770,000 YouTube subscribers, shoppers can discover special offers on popular spirits including Glenfiddich and The Balvenie.
The "Amore Beauty Shinsegae" Brand Week, presented in partnership with Amorepacific, will showcase best-selling products from leading brands including Sulwhasoo, HERA and AESTURA, along with Shinsegae Duty Free-exclusive sets and special purchase benefits.
Two Waves of Offers During Korea's Golden Holiday Season
The inaugural Shin Duty Free Sale will be divided into two promotional waves to coincide with travelers' holiday schedules.
- Wave 1: September 17–30
- Wave 2: October 1–11
Featured products and benefits will change between the two waves, giving travelers additional opportunities to discover different products and offers depending on when they travel.
"Shin Duty Free Sale brings together the products our customers love—from luxury and beauty to fashion and spirits—along with exclusive experiences and offers that can only be found at Shinsegae Duty Free," said a Shinsegae Duty Free representative. "We plan to make Shin Duty Free Sale a signature shopping event, returning four times a year around Korea's major holidays and peak travel periods."
The first Shin Duty Free Sale runs September 17 through October 11, 2026, online and at Shinsegae Duty Free Myeongdong.
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Meet 'Shin Duty Free Sale': Shinsegae's New Mega Sale Event
Meet 'Shin Duty Free Sale': Shinsegae's New Mega Sale Event
The three-day learning event brings together soy industry professionals from across Asia for practical learning spanning processing technology, product development and consumer insights.
BANGKOK, Sept. 18, 2026 /PRNewswire/ -- Tetra Pak, in collaboration with the Soy Excellence Center Asia, a U.S. Soybean Export Council (USSEC) initiative, hosted the Soy Food & Beverage Intermediate learning track from 15-17 September 2026 at Tetra Pak's Product Development Centre (PDC) in Rayong and Customer Innovation Centre (CIC) in Bangkok. The learning track brought together soy industry professionals from across Asia to strengthen their knowledge of soy beverage processing, formulation and consumer-led product development.
Asia Pacific accounts for 75% of the global plant-based beverage volume.[1] In many Western markets, plant-based beverages are commonly positioned as alternatives to dairy. Across many Asian markets, however soy has long been an established part of the beverage category alongside other plant-based drinks.
As consumer preferences evolve and the range of plant-based products expands, the challenge for soy beverage manufacturers is to bring new value to a familiar category. This can mean exploring and developing new taste and texture profiles, addressing different nutritional needs and creating products for new consumption occasions and formats.
Over three days, the learning track explored opportunities across the soy beverage value chain, from soybean variety and supplier selection to formulation, processing technology, sensory evaluation and consumer understanding. Technical sessions were combined with hands-on learning and an ideation workshop, where participants developed soy beverage concepts tailored to specific consumer groups.
Sherry Chen, Center Lead, Soy Excellence Center Asia, said: "Growing the soy food and beverage category starts with understanding how decisions across the value chain, from soybean selection to processing and formulation, shape product quality and the consumer experience. The Soy Excellence Center Asia gives participants a practical learning environment to strengthen their technical skills and apply that knowledge directly to product development. Our collaboration with Tetra Pak brings this learning to life with hands-on experience, giving learners deeper insights into processing, formulation and consumer needs. By combining technical expertise with real-world application, we are equipping participants with practical insights they can use to innovate, improve products, and drive growth in their markets."
Across Tetra Pak's innovation ecosystem, participants worked across both the Customer Innovation Centre (CIC) in Bangkok and the Product Development Centre (PDC) in Rayong to gain end-to-end insights into soy beverage innovation and production.
At the CIC, sessions focused on product and consumer-led innovation, exploring plant-based trends across Asia Pacific, Tetra Pak's customer innovation ecosystem, functional ingredients, fermentation technologies and the utilisation of okara.
At the PDC, participants took part in hands-on demonstrations across key stages of aseptic soy beverage production, including extraction, blending and UHT processing, aseptic filling, and food development. Tetra Pak specialists also shared expertise in production technologies, operational efficiency, troubleshooting, soy waste management and beverage formulation.
Sutthinun Taechathayanon, Customer Experience Manager APAC, Tetra Pak, said: "Soy is already familiar to consumers across many Asian markets, creating a strong foundation for further innovation. By combining consumer insights with formulation and processing expertise, producers can identify opportunities to enhance taste, texture, nutrition, and convenience while developing products that respond to changing consumer needs and consumption occasions. Through Tetra Pak's CIC Bangkok and PDC Rayong, soy manufacturers can explore new product ideas, conduct trials, and accelerate the journey from concept to commercialization with greater confidence and reduced risk. Our continued collaboration with USSEC helps translate knowledge from across the soy value chain into practical product development opportunities for the industry."
The Soy Food & Beverage Intermediate learning track course builds on the long-standing partnership between Tetra Pak and USSEC, combining USSEC's expertise across the soy value chain with Tetra Pak's expertise in processing and product development to support continued innovation across Asia Pacific's soy food and beverage industry. To learn more about Tetra Pak's soy beverage processing solutions, visit our website here.
ABOUT TETRA PAK
We're here to make food safe and available. It's why we provide advanced food production systems. In collaboration with our customers and suppliers, driven by more than 24,000 dedicated employees worldwide, we protect food sustainably every day for hundreds of millions of people in more than 160 countries. Because we're here to fulfil a purpose:
We commit to making food safe and available, everywhere, and we promise to protect what's good: food, people and the planet.
More information about Tetra Pak is available at tetrapak.com.
ABOUT SOY EXCELLENCE CENTER
The Soy Excellence Centers (SEC), an initiative by the U.S. Soybean Export Council (USSEC), focuses on skills-building for early- to mid-career protein professionals in growing markets through world-class workforce training and professional development to meet local nutrition and food security needs and support sustainable economic growth. USSEC is collaborating with diverse partners, including local food and agriculture universities and organizations, to deliver training in five core subject areas – aquaculture, feed, food, poultry, and swine. USSEC operates Soy Excellence Centers in four regional hubs – Americas, Asia, Middle East and North Africa, and Sub-Saharan Africa.
| [1] Tetra Pak Compass, Dairy Alternatives, 2025. |
[1] Tetra Pak Compass, Dairy Alternatives, 2025.
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Tetra Pak and Soy Excellence Center Asia Host Regional Soy Food and Beverage Programme in Thailand
