Expanding the footprint: The Shilla Duty Free begins Jeju International Airport concession

SOUTH KOREA. The Shilla Duty Free began its five-year concession at Jeju International Airport on 1 March. It soft-opened its new business in 114sq m of temporary space, with the Grand Opening in an expanded area of 409sq m scheduled for June.

As reported, Shilla beat off hot competition from its arch-rival, Lotte Duty Free, to win the concession in December. The retailer takes over from Hanwha Galleria, which resigned the concession (due to run until April 2019) last year due to the downturn in Chinese tourism caused by the THAAD crisis. As reported, Korea Airports Corporation revised the terms of the contract and slashed the guarantee levels.

A new beginning: Shilla will manage the Jeju Airport business from 114sq m of space at first, and in a much enlarged area from June

The expanded store will carry around 70 brands and create what the retailer termed “a powerful synergy between the company’s downtown duty free store and the new airport store”.

Shilla said that its presence at leading international airports such as Incheon, Changi and Hong Kong helped it win the bid, alongside its proven contribution to the local community on Jeju Island.

To celebrate the opening, the company gave away special Jeju tangerine chocolate gifts to the first 301 customers. In addition, the first 5,000 customers spending over US$30 at the store can win prizes by taking part in a ‘Fortune cookie’ event until 7 March. Prizes range from KW500,000 Shilla gift cards to cosmetics mask packs.

The Shilla Duty Free local management team and staff celebrate the 1 March opening

A spokesperson said: “The Shilla Duty Free will continue our contribution to the tourism industry on the island and CSR activities for Jeju’s local community. Shilla now operates both downtown and airport duty free stores on the island and our responsibility to the local community has become even bigger.”

Parent company Hotel Shilla has been a strong supporter of various CSR activities on the island. Since February 2014 its Tasty Jeju campaign has helped local restaurants to survive and grow. The company noted: “Supported by Hotel Shilla’s know-how in the F&B business, 19 restaurants have found a second chance so far and are becoming hot places for travellers on the island, ultimately boosting tourism in Jeju.”

A further CSR programme by Hotel Shilla and the Jeju Office of Education, called ‘Dream maker,’ helps local high school students build career plans with the help of mentors that Shilla arranges for them. This has also been running since 2014.

The retailer aims to make a statement with its new Jeju business, and is marking the opening with a series of promotions and giveaways
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