Shinsegae Duty Free Opens Direct Overseas Purchase Zone... Supporting Globalization of K-Brands

Packing reverse direct purchase products at a logistics center.

[Asia Economy Reporter Jeon Jinyoung] Shinsegae Duty Free is launching a duty-free reverse direct purchase (RDP) specialized mall to promote the global sales of K-brand products.

According to Shinsegae Duty Free on the 11th, the government recently allowed online sales of duty-free products to foreigners starting in July as part of support measures for the duty-free industry. This enables foreigners to purchase domestic duty-free products online without visiting Korea. In response, Shinsegae Duty Free will sell domestic brand products through its online mall to support the global expansion of K-brands.

Shinsegae Duty Free has opened a separate ‘RDP section’ on its Chinese-language online mall and its own app, showcasing a total of about 3,000 Korean brand items popular among Greater China customers, including K-beauty, fashion, and health functional foods.

The products include over 2,000 items from approximately 100 brands such as Sulwhasoo, Whoo, VDL, and V&A Beauty, as well as about 1,300 products from around 40 well-known domestic fashion brands like Yook Sim Won, O!Oi, and Stretch Angels.

Customers can view all K-brand products at once in the RDP specialized section within the online mall page, and a separate RDP-exclusive shopping cart and order form are provided to avoid overlap with other shopping items.

For delivery, shipments to China are supported through Cainiao, Alibaba’s logistics subsidiary, while deliveries to overseas regions outside China are handled via EMS.

A Shinsegae Duty Free official stated, "It is meaningful to actively introduce and support promising domestic brands and SMEs through the Shinsegae Duty Free channel, which has built trust with overseas customers. Starting with the Chinese mall, we will expand the global RDP specialized mall to help domestic products grow further among overseas consumers."

This content was produced with the assistance of AI translation services.