Shinsegae Department Store Hosts "Poovilla Keyring" Event on Mobile App Through the 22nd

Leading with Flagship Character "Poovilla"

Keyring Event Captivates Young Generation

Monthly Active Users Surpass 1.1 Million

Shinsegae Department Store is holding an interactive event featuring its flagship character "Poovilla," connecting its mobile application (app) with offline stores. The company has grown the app, which has surpassed 1.1 million monthly active users (MAU), into its "14th store," and now aims to draw young customers by linking the app experience to physical store visits.

On July 8, Shinsegae Department Store announced that from July 9 to 22, it will host the "Poovilla Keyring" event on its mobile app. Customers who complete all six missions—including daily check-ins, inviting friends, making offline purchases of at least 10,000 won, and joining the app community—will receive a random box of fashion items to decorate their Poovilla plush toy, while supplies last. Prizes can be collected at customer appreciation event venues in Shinsegae Department Store locations nationwide from July 25 through August 2.

Provided by Shinsegae Department Store.

The random box includes various accessories such as hats, tops and bottoms, bags, and sunglasses. Customers can mix and match these items to create their own unique Poovilla keyring—ranging from campus look and denim classic to black hipster styles.

The offline event continues as well. From July 17 to 19, customers who receive participation rights through the app can join games such as "Poovilla Blue Marble" at department store event venues to win a Poovilla plush keyring.

Each prize box also contains a 3,000 won discount coupon, which can be used for purchases of 10,000 won or more at food and beverage (F&B) stores. Shinsegae Department Store is developing its mobile app beyond a simple shopping information platform into a space for communication between customers and the brand, as well as among customers themselves. Since the app renewal in 2024, monthly active users have exceeded 1.1 million.

Lee Sunghwan, Executive Vice President of Sales Strategy at Shinsegae Department Store, stated, "The Poovilla plush keyring event is an interactive experience where customers collect fashion items and keyrings by navigating between the app and offline stores. Going forward, we will continue to introduce a variety of exclusive app content that offers not only shopping information and benefits, but also fun and collectible value."

This content was produced with the assistance of AI translation services.