SOUTH KOREA. Hyundai Department Store Duty Free is expanding its NFT (non-fungible token; unique digital identifier) marketing to increase its interaction with customers through an array of interesting and engaging experiences.

The Seoul-based travel retailer recently developed digital characters and opened online and offline pop-up stores in collaboration with two partners: SMATh World, a digital art firm, and Olim Planet, a metaverse service provider.

The pop-up store installed on the ninth floor of Hyundai Department Store Duty Free Trade Center displays and sells digital art and goods based on Newnique Traveler and Banana Noma – characters designed with SMATh World.

When customers purchase one of the limited-edition credit card-shaped gold bars imprinted with a character logo they receive a complimentary digital character NFT

The retailer is also offering a limited-time sale of 100 credit card-shaped gold bars imprinted with a character logo. Customers purchasing a gold bar receive a complimentary digital character NFT.

Hyundai Department Store Duty Free Online is featuring a virtual pop-up store, ‘The Lost Cosmos’, designed in partnership with Olim Planet. Customers can purchase gold bars, hoodies, t-shirts, and other goods with the store’s virtual environment.

A Hyundai Department Store Duty Free spokesperson said, “What we hoped to achieve through these pop-up stores was to use virtual spaces, such as the metaverse, to broaden our sales channels and give customers unique experiences.

“We will continue to work with digital companies in order to lead digital trends in the Korean duty free market.” ✈