Hyundai Department Store Duty Free rebrands to Hyundai Duty Free

[Courtesy of Hyundai Department Store Group]

Hyundai Department Store Duty Free is set to rebrand itself as “Hyundai Duty Free” in a strategic move aimed at enhancing its market competitiveness and brand recognition. By removing “Department Store” from its name, the company seeks to emphasize its specialization in the duty-free business and create a more approachable and memorable brand for customers.

The name change was officially announced during a recent shareholder meeting, where it was also revealed that the official corporate name will change from Hyundai Department Store Duty Free to “Hyundai DF.” This rebranding effort is expected to mark a new chapter for the company as it strives for a fresh start.

The trademarks to the “Hyundai Duty Free” and “Hyundai DF” names were previously owned by Hyundai Asan. To facilitate the corporate and business name change, Hyundai Department Store Duty Free signed a trademark transfer agreement with Hyundai Asan in June 2024 and applied for the transfer of trademark rights with the Korean Intellectual Property Office earlier in July.

“The new brand identity (BI) will be used across our online and offline stores, as well as in our advertising efforts. We believe that the simplified name will be easier for both South Korean and international customers to remember and recognize, which will naturally enhance our brand awareness,” a company official said.