Shilla Duty Free partners with LINE FRIENDS for Hong Kong airport campaign

BEAUTY&YOU by The Shilla Duty Free has launched a new campaign with popular characters LINE FRIENDS at Hong Kong International Airport, marking the characters’ 15th anniversary with an immersive retail and experiential activation.

Running until 6 July, the “From BROWN to YOU – Pack the Joy at SHILLA” campaign represents the first collaboration between BEAUTY&YOU and LINE FRIENDS in Hong Kong, as well as the debut of the LINE FRIENDS BROWN 15th anniversary celebrations in Hong Kong and Macau.

The activation spans key locations across the airport, beginning in the Level 7 Departures Hall, where travellers are greeted by LINE FRIENDS-themed installations positioned near the north and south escalators. The displays serve as photo opportunities and visual landmarks designed to engage passengers immediately after immigration.

Snap, Share, and Take Home a Limited –Edition 15th Anniversary Gifts

The campaign continues across BEAUTY&YOU stores on Level 6 in the East Hall South (near Gate 1) and East Hall North (near Gate 5). Features include LINE FRIENDS selfie mirrors offering “surprise frame” photo moments, a dedicated BROWN character photo installation, and an immersive themed zone with digital screens and customised cashier areas.

To drive engagement, travellers who take photos at designated selfie points and share them on Instagram Stories or Xiaohongshu with campaign hashtags can receive a limited-edition LINE FRIENDS BROWN 15th anniversary handheld fan, while stocks last.

Additional incentives include a gift pack for customers who follow BEAUTY&YOU and LINE FRIENDS social channels or subscribe to newsletters. The pack contains a randomly selected anniversary luggage sticker, alongside a HK$50 shopping voucher and a beauty gift redemption coupon.

The Ultimate “BROWN 15th Anniversary Travel Kit”, BROWN 15th anniversary luggage sticker & limited-edition BROWN 15th Anniversary Handheld Fan

From 23 April, shoppers spending HK$800 or more can purchase a LINE FRIENDS “BROWN 15th Anniversary Special Edition Travel Kit” for HK$159 (valued at HK$499), or HK$129 for HK Airport Rewards members. The set includes a passport holder, luggage strap and travel pouch. The product will launch first in-store before rolling out online via HKairportShop.com in mid-May.

The campaign is supported by promotional offers of up to 60% off across more than 200 beauty brands. Travellers can also access free home delivery or arrival pick-up services, aimed at enhancing convenience and encouraging spend.

The initiative combines character-led entertainment IP with retail incentives and omnichannel touchpoints, targeting passenger engagement and conversion during the travel journey.

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Shilla Duty Free partners with LINE FRIENDS for Hong Kong airport campaign

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