aespa’s Karina Takes the Reins as the New Santa in Shinsegae Holiday Campaign
In an alternate universe where Santa gets injured on Christmas Eve, aespa’s Karina takes on the task of delivering presents worldwide in Shinsegae Department Store’s holiday campaign. On December 20, Shinsegae Department Store (henceforth known as Shinsegae) released an 11-minute short film in celebration of Christmas and the store’s new Shinsegae Square. Shinsegae Square, the newly-revamped exterior of the company’s flagship store in Myeongdong, hopes to grow into Seoul’s top “lifestyle destination” with its blend of K-culture and visually-stunning technology. The “HELLO, NEW SANTA” campaign includes one main video and three epilogues, which all come out by December 27.
“HELLO, NEW SANTA” includes a fun combination of tourism and K-media to celebrate the holidays. Santa signed a seasonal agreement with Shinsegae, citing the “global economic downturn and rising labor costs” made it difficult to provide gifts for children this year. He took over Shinsegae’s social media accounts in early December and posted pictures of him riding the subway, posing in photo booths, and eating delicious food. Santa is portrayed by Danish actor Kaare Svejgaard Olsen, who K-Pop fans may recognize from his recent appearances in ATEEZ’s “Ice on My Teeth” music video and in the “cinematic still” video for “Winter Ahead,” the holiday collaboration between V of BTS and Park Hyoshin. Olsen has also acted in K-dramas like The Penthouse’s third season and the currently-airing When the Phone Rings.
“HELLO, NEW SANTA”
The accompanying videos set the rest of the campaign in motion: tragedy hits on Christmas Eve when Santa unexpectedly gets struck by a truck, which sends him into intensive care. In the remaining half hour before Christmas day, Karina takes it upon herself to finish Saint Nick’s important mission. In media directed by Shin Wooseok of Dolphiners Films, a production company who previously worked on music videos for NewJeans, Karina showcases the meaning of Christmas spirit as she steps into the shoes of the man who brings holiday joy to all.
Teaser images confirmed that Karina appears as the human form of Rudolph the red-nosed reindeer, alluding to her bond with Santa and her desire to save Christmas. Without spoiling much else, the promotional videos include a bit of humor, some warm gestures, and a surprising amount of heartbreak. It explores the themes of family, love, and rebirth. The large exterior screens of Shinsegae Square premiered the digital campaign in a space that saw over six million visitors in 2023.
Edited by Clark Royandoyan