SM Duty Free opened in Insa-dong, in the center of Seoul, as a new landmark to lead duty free shopping culture. It houses 490 brands and about 60,000 items including premium luxury brands, best sellers of duty free shop, and K-Culture products to attract domestic and international travelers. It offers a wide range of brand selections from Coach, Bally, Etro, Franck Muller, Marc Jacobs, Estee Lauder groups, Sulwhasoo, Whoo, Cheong Kwan Jang and other brands. Also, Hallyu-related goods at Korea Drama Mall and drama filming set, K-Cosmetic Zone, K-Baby Item Zone and Hallyu experience hall are available on the 5th floor for foreign visitors.