▲ This poster provided by Shinsegae Group promotes its largest shopping festival of the first half of 2026, “Landers Shopping Festa,” set to run from April 1 to April 12 for 12 days. (PHOTO NOT FOR SALE) (Yonhap)

 

SEOUL, March 23 (Yonhap) -- Shinsegae Group said Monday it will hold its largest shopping festival of the first half, “Landers Shopping Festa,” from April 1 to April 12 for 12 days.

 

Now in its sixth edition, the event brings together the capabilities of key affiliates, including E-mart, Shinsegae Department Store, SSG.com and Gmarket, with a focus on offering enhanced customer benefits and expanding both online and offline shopping experiences.

 

A total of 16 “superstar items,” representing flagship products from each affiliate with the strongest promotional benefits during the event, will be introduced this year. The lineup spans a wide range of categories from popular food items to lifestyle products.

 

E-mart will offer premium steak cuts, including tenderloin, sirloin and striploin, under its new brand “Heavy and Tender” at a 40 percent discount.

 

Shinsegae Department Store will showcase curated luxury lifestyle products from its “Twelve” space, along with special offerings such as premium Korean beef.

 

Convenience store chain E-mart24 will launch seven ready-to-eat items in collaboration with chef Son Jong-won and offer special pairing promotions during the event, while Starbucks will release collaborative products created in partnership with the KBO League.

 

Shinsegae Casa will present its premium massage chair “Campo Rest Massage Recliner,” while Gmarket will offer “Roborock Robot Vacuum” at a special promotional price.

 

The group will also introduce the “2026 Landers Michelin Guide,” an online page that compiles food offerings and special deals from all affiliates to enhance convenience and engagement for shoppers.

 

Shinsegae Department Store will provide coupon packages offering up to 30 percent discounts at its food zones, including delis, food markets, restaurants and wine sections.

 

Josun Hotels & Resorts will offer up to 20 percent discounts on fine dining seasonal courses at major restaurants.

 

No Brand Burger will launch a new set menu, “NBB Amazing Double Landers Edition Set,” priced at 4,700 won, while SSG.com will offer up to 40 percent discounts on popular fresh food items such as melons, grapes and Korean beef.

 

In addition, around 170 popular items across categories including seasonal food, fashion and electronics will be offered at special prices, alongside spring clearance sales.

 

SSG.com will also provide exclusive deals on around 100 items for its membership subscribers during the event period.

 

Ahead of the main event, Shinsegae Group will roll out various pre-promotions.

 

E-mart will hold a six-day pre-event from March 26 to March 31, offering up to 60 percent discounts on selected products for customers who accumulate Shinsegae points.

 

Items such as “Indigo Eyes Wine” will be sold at 50 percent off, while “Harim The Meal Dangjin Cooked Rice” and “CJ Bibigo Handmade Dumplings” will also be offered at discounted prices.

 

Daily necessities, including organic bean sprouts, tofu, laundry detergent and kitchen towels, will be available at up to 60 percent off when purchased with Shinsegae points and eligible credit cards.

 

A coupon promotion will also run from March 26 to March 28 through the E-mart app, where customers can receive discount coupons ranging from 3,000 won to 50,000 won via a roulette event.

 

From March 28 to March 29, a pop-up store featuring major affiliates will be held at Incheon SSG Landers Field. Visitors can participate in interactive events, including customizing T-shirts using Landers intellectual property and sampling popular snacks.

 

Promotional booths will also offer giveaways and membership sign-up benefits, including folding chairs and keyrings for new subscribers.

 

Meanwhile, Shinsegae Group will release a humorous advertisement on its official social media channels on March 23, featuring a concept in which the group entrusted ad production to artificial intelligence while focusing on preparing benefits for customers.

 

A Shinsegae Group official said the key feature of this year’s event is the significantly enhanced level of benefits that customers can immediately experience, adding that the company will continue to strengthen integrated marketing efforts that go beyond simple discounts to bring enjoyment to customers’ daily lives.

 

jwc@yna.co.kr

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