Shilla Duty Free opened a direct purchase service for foreign customers who have difficulty visiting Korea.

Shilla Duty Free directly opened a duty-free direct purchase service for foreign customers who have difficulty visiting Korea.

Chinese consumers can check and purchase direct purchase products at once on the "direct purchase page" on the Chinese online mall page of Shilla Internet Duty Free, and conveniently receive duty-free goods in front of their homes without additional shipping charges.

It will start selling various Korean brand products such as Korean cosmetics, health functional foods, and fashion, which are popular with Chinese customers.

In June, Shilla Duty Free Shop signed a business agreement with China's logistics platform and Alibaba's subsidiary, 'Cainiao' in June to provide convenient shipping services to the home of Chinese consumers.

Shilla Duty Free also announced on the 14th that it will launch a paid membership 'Shilla &' and start recruiting 200 limited members.
Duty-free points, partnership benefits with Shilla Hotels and travel agencies, and subscription welcome gifts will be given.

In Korea, such a service is called “reverse direct purchase”, which means direct export to foreign consumers through e-commerce.

The move comes as duty-free shops in Korea have been struggling due to the decline in the number of Chinese tourists amid the diplomatic row. Reverse direct purchase is a business model that has been actively adopted in recent years in order to cope with the decline in Chinese tourists.