SOUTH KOREA. Shinsegae Duty Free has unveiled a health supplement pop-up store at its flagship Myeong-dong store in Seoul, spotlighting leading wellness brands.
Located in front of the Health Supplement Select Shop on the 11th floor, the concept showcases products from NutriOne Life, Foodology, Blackmores and Move Free.
The initiative reflects the continued growth of the health supplement category in travel retail, driven by consumers seeking preventive healthcare products and convenient wellness solutions for their daily routine.
Highlighting its expertise in probiotics, NutriOne Life has brought six products to the pop-up, including its signature BB LAB 3 Billion Diet Probiotics, formulated to promote weight management and gut health.
The selection also spans liver health, collagen, children’s digestive wellness and blood sugar management.
Foodology is also showcasing six weight-management products, led by its best-selling Coleology Cut PRO, alongside diet probiotics, cutting jelly and collagen jelly.
Australian wellness brand Blackmores is highlighting its wellness portfolio with the signature Omega Mini Double Concentrate and newly launched Omega Ultra 95 Mini, with four other products showcased at the pop-up. The Omega Ultra 95 Mini delivers 1,280mg of combined EPA and DHA per serving and features mini softgels in individually sealed blister packaging for everyday convenience.
Move Free is presenting four joint health products, including Advanced MSM with Glucosamine 120 Tablets, formulated with MSM and glucosamine to support joint mobility.
South Korea’s health supplement market continues to expand as consumers place greater emphasis on preventive healthcare. The Korea Health Industry Development Institute reported that sales of health functional foods climbed +10.3% year-on-year to KRW22.5 trillion (US$15.19 billion) in 2023.
Citing the Korea Health Functional Food Association’s 2025 market research, Shinsegae Duty Free said probiotics ranked among the leading functional ingredients, while capsules and tablets remained the preferred product formats for their convenience.
The wellness trend is also driving strong sales at Shinsegae Duty Free, with health supplement sales at its Myeong-dong store surging +130% year-on-year during the January-May 2026 period. As travellers increasingly prioritise healthy lifestyles before and during their trips, health supplements are emerging as one of travel retail’s fastest-growing categories.
In addition to the pop-up, the retailer has expanded its health supplement assortment across its online and offline stores, introducing exclusive products from premium brands. These include Japanese sports nutrition label Amino Vital, probiotic specialists De Simone, Duolac and Lacto-Fit, as well as weight-management brand BNRThin.
Shinsegae Duty Free has also exclusively introduced Ollocdam to Korean travel retail, adding a premium olive nutrition capsule brand featuring signature olive varieties from three Mediterranean countries to its expanding wellness offering.
Shinsegae Duty Free is extending its wellness engagement beyond retail through Instagram content that provides practical travel tips, from country-specific rules on carrying medications and supplements to personalised product recommendations for different travel scenarios.
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A Shinsegae Duty Free spokesperson said, “Health supplements have become one of the fastest-growing categories as more customers seek products that support both everyday wellness and travel preparation.
“Our goal is to evolve beyond a traditional duty-free retailer and become a premium wellness destination for global travellers. By continuously curating differentiated brands and innovative products, we will broaden customer choice and further strengthen our competitiveness in the health and wellness category.” ✈
