[Report] 'Taste of Korea' Takes Center Stage to Captivate Foreign Tourists... The Rebirth of Shinsegae Duty Free

11th Floor of Shinsegae Duty Free Myeongdong Reopens After Renovation
From Social Media-Famous Desserts to Regional Specialties
BTS Zone, Liquor, K-Fashion... A 'K-Culture Multi-Shopping Mall'

At 11 a.m. on the 18th, in front of 'Taste of Shinsegae' on the 11th floor of Shinsegae Duty Free Myeongdong Branch. Photo by Park Jaehyun

On the 11th floor of The Estate (New Building) at Shinsegae Department Store’s main branch in Jung-gu, Seoul, on the 18th, visitors were first greeted by a sign reading 'Taste of Shinsegae.' The space was filled with Korean flair, from chocolates and snacks to regional specialties and health supplements.

On this day, Shinsegae Duty Free unveiled its fully renovated 11th floor for the first time. The centerpiece of this renovation is 'Taste of Shinsegae.' The space brings together a variety of popular foods in one place, including 'Buldak Bokkeum Myeon,' 'Honey Butter Almond,' and items that have gained traction on social media such as 'Yakgwa,' 'Gochujang,' and red ginseng. The souvenirs are designed to appeal to foreign tourists, ranging from Gochujang and ginger syrup made from fresh ginger to cookie sets styled after traditional Korean Hanbok. A Shinsegae Duty Free representative explained, "This renovation is notable for being the first time that the Myeongdong branch has focused on the food category," adding, "We concentrated on promoting the most authentically Korean brands."

The 'HOT Gochujang Spread' product from the 'Ssekongde' brand within Taste of Shinsegae is displayed. Photo by JaeHyun Park

Shinsegae Duty Free has recently taken note of the growing demand for food products among foreign tourists. In fact, in the first half of this year, sales in the food category at Shinsegae Duty Free increased by about 40% compared to the same period last year. This was largely due to frequent visits by small groups of high-spending tourists. A Shinsegae Duty Free representative said, "There is strong demand, especially among the global MZ generation, for red ginseng and health supplements as gifts, as well as desserts with attractive packaging as souvenirs," and added, "We curated products to reflect the trend of tourists seeking out K-food to purchase local specialties when they travel to Korea."

Many brands popular in areas such as Hongdae, Bukchon, and Seongsu, as well as outstanding small and medium-sized enterprises, have also opened stores here. Examples include 'Mannadang,' famous for Yakgwa; 'Tiger Morning,' known for its ginger shots; and the chocolate brand 'Nibbles.' These products are featured in a 'popup zone,' with contracts renewed every three months, allowing for regular updates. A Shinsegae Duty Free representative explained, "We have been discovering brands for over a year through various expos and social media searches," and continued, "We especially selected brands considering entry into airports or overseas expansion, and we plan to support their smooth market entry." In fact, 'Brick Sand,' which entered a domestic duty-free store for the first time on this day, is aiming to open at Incheon Airport Terminal 1 around December.

The ginger shot product 'Tiger Morning' is displayed at Taste of Shinsegae. Photo by JaeHyun Park

The fashion, liquor, and K-pop content areas have also been significantly enhanced. In the fashion zone, new exclusive shops for GUESS and Mmlg have opened in addition to existing brands. The liquor section now features rare items such as aged whiskey, while the tobacco shop stands out with a cigar zone featuring brands like Habanos and Davidoff. The popular 'Space of BTS' store, previously located on the 8th floor, has moved to the 11th floor. This store displays goods and albums reflecting each member’s activity period.

With this renovation, Shinsegae Duty Free plans to create a 'K-culture multi-shopping space' encompassing over 100 brands. Chae Jeongwon, Executive Director in charge of MD at Shinsegae DF, stated, "The most important aspect of our MD strategy is quickly reflecting trends and responding with the right content," and added, "We analyzed the latest sensibilities from places like Seongsu-dong and Hongdae in Seoul, concentrated them at the Myeongdong branch, and made it convenient for customers to experience brands that represent Korea."