Shinsegae Duty Free has unveiled a revitalized 11th floor at its flagship Myeongdong store, highlighting South Korea’s vibrant culture and its appeal to global travelers. This extensive renovation has culminated in an impressive collection of over 100 carefully selected brands spanning food, fashion, liquor, K-pop, and character merchandise.
At the heart of the floor lies the “Taste of Shinsegae,” a new zone devoted to showcasing the best of Korean snacks, desserts, health supplements, and regional delicacies. It’s a culinary adventure that promises more than just shopping; it’s a flavor festival!
Shoppers can explore four distinct sections: the Dessert Zone, where trendy treats like ‘Bricksand’ financier cookies and vegan ‘Grains Cookie’ take center stage; the Pop-Up Zone, which highlights the latest buzz-worthy brands from areas like Hongdae and Seongsu including Mannadang yakgwa and Super Matcha goodies; the Food Market Zone, brimming with favorites like Samcheongdong Egg Rolls and Bibigo meals; and the Wellness Zone, featuring esteemed supplements from brands like Red Ginseng and GNC. Enthusiasts of fine spirits will find excitement in the liquor section, with rare whiskeys and engaging tasting events.
The fashion segment has not been overlooked, introducing unique boutiques from renowned labels such as GUESS and Mmlg, alongside streetwear from National Geographic and Acme de la vie, expanding on the impressive array available on the 9th floor.
Notably, the ‘Space of BTS’ has relocated to the 11th floor and has been upgraded with fresh merchandise and interactive experiences celebrating the solo endeavors of each member. A dedicated gift zone features popular Korean character brands like Kakao Friends and Zanmang Loopy, making it a delightful stop for fans and gift-seekers alike.
Shinsegae reports a remarkable 40% surge in food category sales during the first half of 2025, a trend attributed to growing international interest in Korean cultural products and a resurgence in global travel. It seems that the world can’t get enough of Korean flavors and fashion!
What notable new feature is included in Shinsegae’s revamped 11th floor?
The standout feature is the “Taste of Shinsegae,” which focuses on Korean snacks, desserts, health supplements, and regional specialties.
How has the food category sales performed for Shinsegae in 2025?
Shinsegae has reported a significant 40% increase in food category sales, driven by heightened global interest in Korean products and a recovery in international travel.
What unique shopping experiences can visitors expect on the 11th floor?
Visitors can enjoy various curated sections including trendy desserts, rotating pop-up brands, a comprehensive wellness zone, and an upgraded ‘Space of BTS’ featuring interactive content.
