Shinsegae duty free reopens renovated 11th Floor at Myeongdong flagship

A key highlight is the “Taste of Shinsegae” zone.

Shinsegae Duty Free has reopened the 11th floor of its Myeongdong flagship store, following a major renovation focused on Korean trends and global travelers.

The floor now features over 100 curated brands across food, fashion, liquor, K-pop, and character goods.

The highlight is “Taste of Shinsegae,” a new zone dedicated to Korean snacks, desserts, health supplements, and regional specialties.

It includes four sections: the Dessert Zone introduces trendy items like 'Bricksand' financier cookies and vegan 'Grains Cookie'; the Pop-Up Zone rotates trending brands from areas like Hongdae and Seongsu, including Mannadang yakgwa, Super Matcha treats, and K-CHUP sauces; the Food Market Zone offers items like Samcheongdong Egg Rolls, Bibigo meals, and Korean staples such as sesame oil and gochujang; the Wellness Zone features supplements from Red Ginseng, Cenovis, GNC, and Orthomol. The liquor section now offers rare whiskeys and tasting events.

The fashion section adds exclusive boutiques from GUESS and Mmlg, and streetwear from National Geographic and Acme de la vie, expanding on the 9th-floor lineup.

The ‘Space of BTS’ has been moved to the 11th floor and upgraded with new merchandise and interactive content based on each member’s solo activities. A gift zone features popular Korean character brands like Kakao Friends and Zanmang Loopy.

Shinsegae reports a 40% increase in food category sales in the first half of 2025, driven by rising global interest in Korean products and a rebound in international travel.