Shinsegae Duty-Free has enhanced its Myeongdong store by adding domestic and international wellness brands to strengthen its food sector competitiveness.
On November 5, Shinsegae Duty-Free announced the expansion and renovation of its 11th-floor 'Wellness Zone' at the Myeongdong location. The store has added 14 new brands to its existing lineup of over 200 food and health supplement brands, with 8 of these brands being exclusive to the store.
This renovation reflects consumer trends such as anti-aging and 'healthy pleasure,' which emphasizes enjoyable health management. The product range has expanded from a focus on health supplements to include low-sugar foods and premium desserts.
In the health supplement category, the store features products from the domestic company Juyeong NS, known for 'Bone MBP' and 'Joint Chondroitin.' New international brands include the premium omega-3 brand 'Nordic Naturals,' the Australian probiotic brand 'Life Space,' and the German health supplement brand 'Rotbexen.'
The dessert offerings have also been strengthened. The store now sells products from domestic brands such as Taegukdang and low-sugar, keto-focused brand My Normal, as well as freeze-dried candy brand Pasak. International options include the British premium snack brand Forest Feast and low-sugar snack brand Diablo.
The expansion of wellness products is supported by actual sales growth. From January to May this year, food and health supplement sales at the Myeongdong store increased by over 130% compared to the same period last year. The sales at the Incheon Airport store, which underwent a similar renovation, increased 12.4 times compared to before the changes.
In April, Shinsegae Duty-Free introduced a food zone at the Incheon Airport store that emphasized desserts and wellness products, and in August, it launched a wellness specialty section on its online mall featuring around 30,000 products. The recent renovation at the Myeongdong store expands the sales base for wellness products across airport and downtown duty-free shops, as well as the online mall.
The company is also focusing on helping domestic small and medium-sized food brands secure overseas customers. Among the exclusive food brands at the Myeongdong store, 80% are from mid-sized and small enterprises. Shinsegae Duty-Free aims to increase opportunities for foreign tourists to experience domestic brands, thereby supporting the expansion of international recognition and market access.
A Shinsegae Duty-Free official stated, “Wellness is an area where consumption is expanding beyond health supplements to encompass food and lifestyle overall. Based on the growth potential observed at the airport store, we will present differentiated brands and products at the Myeongdong store.”
Meanwhile, Shinsegae Duty-Free will operate a pop-up store on the 11th floor of the Myeongdong store until November 15, featuring award-winning items from the '2026 Korea Tourism Souvenir Contest' selected by the Korea Tourism Organization. This event, conducted exclusively among duty-free shops, will showcase 19 award-winning products.
* This article has been translated by AI.
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