Shinsegae Duty Free announced the grand reopening of the fully renovated 11th floor at its Myeongdong flagship store.
The revitalised space was transformed into a premier destination where over 100 curated brands and the latest trends converge for global travelers.
This renovation positions the 11th floor of the flagship as a Korean trend hub, showcasing various rising brands in a thoughtfully curated environment.
This newly curated space features a distinctive lineup of the trendiest and most innovative brands across food, fashion, liquor, character and K-pop goods, providing foreign visitors with a one-stop shop to experience Korean culture and trends.
That said, visitors can explore a wide range of premium offerings ranging from artisanal packaged food and trendy desserts to fashion and character goods in one place.
Shinsegae senior vice-president Jungwon Chae remarked that speed and trend responsiveness lie at the core of the company’s growth strategy.
Chase said: “We've carefully analysed Seoul's key trend hubs, namely Seongsu, Bukchon, Hongdae, and others. We brought that energy into our Myeongdong store where our goal is to enable customers to easily discover Korea's most trendy brands and products in one convenient space."
He added that Shinsegae will strengthen its focus on K-content-driven product development and store experiences, aiming to elevate duty-free shopping while fostering strong partnerships with brands and creators.
This comprehensive renovation underscores Shinsegae Duty Free's commitment to offering the best of Korea's culture, trends, and lifestyle to international visitors, making Myeongdong the ultimate destination for trend-savvy travelers.
A grand taste of Shinsegae
At the heart of this renovation is Taste of Shinsegae, a specially curated zone that offers a choice selection of products, including chocolates, snacks, packaged foods, and supplements.
The space also features a pop-up zone showcasing trendy SNS-favorite brands and regional delicacies, catering to the evolving tastes of foreign tourists.
Additionally, the popular Space of BTS dedicated to the K-pop super-group was relocated within the 11th floor, with upgraded interactive features and immersive content to deepen fan engagement.
This renovation reflects surging global interest in Korean culture and the steady rebound of international travel.
Per store records, food category sales rose by 40 percent in the first half of 2025, underscoring heightened demand for Korea's culinary and lifestyle offerings.
