SOUTH KOREA. Korea SMEs and Startups Distribution and Marketing Agency has opened the fifth and sixth Fanfan duty-free stores dedicated to small and medium-sized enterprises (SMEs) at Incheon International Airport Terminal 2.
Launched on 1 July, the stores expand the agency’s policy-based duty-free concept designed to help Korean SMEs reach global consumers through travel retail.
The agency has maintained a presence at Incheon International Airport for five years, opening its first policy duty-free store in November 2021.
Since then, the platform has helped more Korean SMEs enter travel retail by offering lower commission fees and reducing barriers to entry compared with major private travel retailers.
The outlets showcase a diverse range of Korean products across the K-beauty, K-fashion, K-food and K-life categories, reflecting the growing global appeal of Hallyu (the Korean Wave).
The stores also serve as an export test bed, enabling Korean SMEs to assess demand among international travellers before pursuing broader overseas expansion, the agency noted.
To drive conversion, the boutiques feature dedicated product experience and photo zones designed to encourage traveller engagement.
An adhesive media wall has also been installed to highlight promotions and featured products.
Korea SMEs and Startups Distribution and Marketing Agency CEO Lee Tae-sik said: “For small businesses, entering a duty-free store means more than just opening a new sales channel.
“It provides an opportunity to discover new possibilities for entering overseas markets through direct interactions with global customers.”
He added: “With overseas consumer demand for K-products on the rise, driven by Hallyu, we will continue to help more outstanding small businesses expand into global markets through the policy duty-free store.”
The programme accepts applications throughout the year via the Fanfan website.
Open to Korean SMEs manufacturing consumer goods eligible for duty-free retail, it offers successful applicants an initial one-year retail placement supported by dedicated sales personnel and merchandising space. ✈
