South Korean retail giant Shinsegae Group has opened a mega duty free store in downtown Seoul, offering a combination of shopping, K-pop, plus art and cultural references. Located in the top five floors of the Shinsegae department store in Myeongdong, the tax-free store carries more than 600 brands ranging from beauty to watches and jewellery, household goods and food.

But Shinsegae Duty Free's CEO Sung Young-mok said the store was positioned as a key place for tourists to experience South Korea's culture and traditions through art, as to differentiate from other duty free stores in the area. At the entrance of the store is a gigantic carousel made of mirrors and light bulbs, around which panoramic images of Seoul's attractions are displayed, part of Shinsegae's effort to create a museum-like environment in the store. Other value-adding services include a VIP lounge, a wine tasting area and personal service for high-net-worth customers.

Of the 600 brands, about one-third are beauty-releated which have become one the most sought-after product categories for Chinese tourists. Entertainment is another focus in the store, including a YG Entertainment shop-in-shop which represents K-pop acts including Psy and Big Bang. Line Friends and Kakao Friends, which sell character goods from messaging apps Line and Kakao Talk, respectively, also aim to attract young tourists familiar with Korea's pop culture.