In a fresh spin on pop-up stores, Shilla Duty Free and Amorepacific have introduced the Beauty Truck concept store, parked next to the Shilla Seoul flagship store.

Its vivid-pink five-tonne truck features key MakeOn cosmetics products, with assistants providing support in English and Chinese as well as Korean.

Promotional incentives include a 10 per cent discount coupon, beach bags, gold pouches and gifts for customers. Amorepacific brand Laneige is also providing free samples to customers who take and share pictures on the MakeOn photo zone.

Shilla is also running a social-media drive, with live broadcasts at the pop-up store in the three languages. It is the first time for the company to broadcast in different languages, and there is a special focus on social-media activities for Chinese followers.

The pop-up truck store is open until July 19.