“We transformed a floor of the Myeongdong store into a new space reflecting the Korean cultural trends that are attracting attention worldwide.”
Kwak Jong-woo, marketing director of Shinsegae Duty Free, said on the 18th at the Shinsegae Duty Free Myeongdong store in Jung-gu, Seoul. On that day, Shinsegae Duty Free unveiled the renovation of the 11th floor of the Myeongdong store into a complex shopping space incorporating over 100 brands ranging from desserts and food to fashion and K-pop products.
The centerpiece of this renovation is the 'TASTE OF SHINSEGAE,' created in an area of approximately 40 pyeong (132㎡) on one wall of the store. This space has transformed to showcase a wide range of items from popular traditional duty-free products like Gim and Ramyeon to various sauces, local specialties, and health supplements.
The 'popup zone' within TASTE OF SHINSEGAE was designed to capture the essence of popular culinary hotspots such as Hongdae, Bukchon, and Seongsu, featuring brands favored by foreign travelers and products from excellent domestic small and medium-sized enterprises.
Recently, products that have gained popularity domestically through word-of-mouth on social media, such as Mannadang (traditional Korean snacks), Super Matcha (tea and Langue de chat), Nibbles (chocolate), Tiger Morning (ginger shot), and Ketchup (sauce), have been introduced. There is also a description that differentiated packaging services will be provided to allow travelers to keep a piece of Korea's ambiance as a gift.
A spokesperson for Shinsegae Duty Free noted, “The brands in the popup zone are signing short-term contracts on a six-month basis. This space will feature the most attention-grabbing brands in line with rapidly changing trends.”
Additionally, the 'Food Market Zone' features a wide range of items from premium snacks like Samcheong-dong egg rolls and Helen's vegan cookies to BIBIGO convenience meals and traditional sesame oil and gochujang regional specialties. The 'Health Supplement Zone' includes various red ginseng products as well as popular global brands such as CENOVIS, GNC, and ORTHOMOL.
The 'Dessert Zone' is composed of brands popular among younger generations, such as 'Brick Sand' and 'Grains Cookie,' marking the first time these brands have entered a duty-free store in Korea. A spokesperson for Shinsegae Duty Free stated, “Our buyers conducted thorough market research by attending various food expos over the year to select the brands for this section.”
Shinsegae Duty Free also moved the 'SPACE OF BTS' store, which sells goods from the famous K-pop idol group BTS, from the 8th floor to the 11th floor. This move enhances fan content and experiential elements. New albums and merchandise will also be added in line with members' active periods. A spokesperson for Shinsegae Duty Free said, “In the future, we will collaborate not only with BTS but also with artists under HYBE Entertainment to increase the variety of products.”
Shinsegae Duty Free decided to renovate the Myeongdong store due to the rising number of tourists seeking Korean cultural experiences, spurred by the spread of Korean Wave content and the recovery of travel demand. In particular, as the demand for food-related products has expanded, this trend was actively reflected in the renovation process. According to Shinsegae Duty Free, sales in the food category during the first half of this year increased by around 40% compared to the same period last year.
Chae Jeong-won, senior executive director in charge of merchandise planning at Shinsegae Duty Free, stated, “The most important aspect of our MD strategy is fast speed and the ability to respond to trends,” adding, “We meticulously analyzed the latest trends and sentiments in key shopping districts in Seoul, such as Seongsu-dong and Hongdae, to concentrate them at the Myeongdong store, allowing customers to conveniently experience brands and products representative of Korea.”
He added, “We will continue to strengthen product development and store operations centered on K-content to promote the attractiveness of duty-free shopping and pursue innovations that can benefit the brands.”