Shinsegae Department Store has unveiled a creative year-end campaign, 'Hello, New Santa', featuring K-pop star Karina of aespa and director Shin Woo Seok of Dolphiners Films. 

The campaign, which runs throughout December, carries the heartwarming message that “anyone can be Santa for their loved ones.”

The campaign launched with engaging social media content on Shinsegae’s official account (@Only_shinsegae), showcasing Santa experiencing Korean culture, including subway rides and photo booths. These posts gained rapid traction, with a subway video garnering over 120,000 likes in five days and increasing the account’s followers by 50,000 within a week.

On December 1, Karina stepped in as Santa’s replacement after a fictional 'accident.' Her amusing adventures delivering gifts will unfold throughout the month, allowing fans to interact with her through Shinsegae’s social channels.

The campaign also features offline performances, such as a guerrilla sleigh-towing event from December 6 to 12 across key Seoul locations, offering customers an immersive experience. 

With its innovative storytelling and global appeal, Shinsegae aims to create memorable experiences and spread holiday cheer to audiences in Korea and beyond.

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