NewJeans selected as models for Hyundai Dept. Store Duty Free

South Korea's Hyundai Department Store Duty Free announced on Monday that it has newly appointed the five-member K-pop girl group NewJeans as models.

Over the next year, NewJeans will exclusively represent the duty-free store in TV commercials and outdoor advertisements, as well as participate in various marketing events.

Explaining its choice, Hyundai Department Store Duty Free stated that the company selected NewJeans as models because the group is gaining popularity not only among the younger generation but also as a global representative of K-pop, and it believes NewJeans can effectively represent its brand image.

Following its selection of NewJeans as models, Hyundai Department Store Duty Free plans to target young consumers through various digital channels such as the metaverse and non-fungible tokens (NFTs), building on its utilization of the group for promotional activities.

Write to Ji-Yoon Yang at yang@hankyung.com