Expanding into a new market is an exciting opportunity, but one of the most critical and challenging aspects is setting the right price. Pricing too high can alienate customers, while pricing too low can erode profits and hurt brand perception.

A structured pricing strategy helps brands enter international markets successfully while maintaining profitability, competitiveness, and long-term sustainability.

The duty-free market is a high-traffic, high-margin retail channel that offers brands an opportunity to reach international travelers, boost brand visibility, and generate premium sales.

With global travel rebounding post-pandemic, the duty-free and travel retail industry is expected to exceed $90 billion by 2027. Among all markets, South Korea holds a uniquely powerful position in the global duty-free industry, making it a critical entry point for international brands looking to gain a strong foothold in Asia.

Korea’s duty-free market is the largest in the world, with a significant portion of its sales driven by Chinese travelers and luxury shopping trends. For brands, securing a spot in Korea’s duty-free ecosystem provides massive exposure, credibility, and revenue potential.

North America, encompassing the United States and Canada, represents one of the largest and most lucrative consumer markets in the world. With a combined population of over 370 million people and a high purchasing power, expanding into this region can unlock significant growth for your brand.

However, entering the North American market comes with its own challenges—from complex regulatory requirements to understanding consumer preferences and navigating the highly competitive retail and ecommerce landscapes.

South Korea is one of the world’s most dynamic economies, known for its high-tech industries, global consumer influence, and rapid economic growth. With a highly connected, digital-first population and major corporations like Samsung, Hyundai, and LG, Korea presents huge opportunities for businesses looking to expand.

Expanding into a new market is an exciting but critical decision for any business. Whether you're a growing brand or an established company looking to scale globally, choosing the right market can make or break your expansion efforts. This guide will walk you through the essential factors to consider, ensuring you make a data-driven and strategic decision.