THG, the global e-commerce group, is pleased to announce a licensing partnership in South Korea with SG Safety Corporation, a distribution and business development division of CJ Group, one of South Korea’s largest conglomerates.
The agreement will bring THG's leading sports nutrition brand, Myprotein, to a broader consumer base across South Korea, including offline channels for the first time, as well as a number of new online marketplaces.
This multifaceted deal will see a range of Myprotein-branded products manufactured locally by SG Safety Corporation under licence, enabling THG to deepen its presence in South Korea in an efficient, capital-light manner.
The licensed range will include bars and snacks, powders, ready-to-drink products and sports nutrition supplements.
THG will continue to manufacture its own key lines, such as protein powders, with SG Safety Corporation acting as distributor of these products in the South Korean market.
The consumer launch of the partnership, THG PLC’s first licensing agreement in South Korea, is planned for Q4 2025.
It complements Myprotein’s established online presence in the country, which is already one of its top five global markets.
The sports nutrition market in South Korea was valued at approximately $1.88bn in 2023 and is forecast to grow to around $3.05bn by 2030, at a compound annual growth rate (CAGR) of 7.2%.
More broadly, South Korea’s nutritional supplements market was estimated at $19.9bn in 2024, and is projected to grow to $28.4bn by 2030 (CAGR 6.1%).
The licensing agreement builds on Myprotein’s partnerships in Asia, including with Japan’s Itochu, as the brand continues to execute on its omnichannel strategy by growing both offline and online sales.
Commenting on the partnership, Neil Mistry, CEO of THG Nutrition, said: “South Korean consumers have already shown a strong affinity for Myprotein, and we’re pleased to be building on that momentum through this partnership."
"Working with SG Safety Corporation, a specialist distribution and business development division within CJ group, gives us the ability to reach more customers, more efficiently."
"This collaboration will strengthen our presence in one of Myprotein’s most important markets, while also creating new opportunities to grow across established and emerging product categories, and to extend our reach across both offline and online channels.”
Commenting on the launch, Jung-Hyun Sung, CEO of SG Safety Corporation, said: “We’re excited to be partnering with THG PLC to expand access to Myprotein across South Korea."
"The demand for trusted, high-quality nutrition products continues to grow, and this agreement allows us to meet that demand through local expertise in manufacturing and distribution, supported by the strength of the Myprotein brand."
"We look forward to working with THG PLC to build a strong and scalable presence in the South Korean market.”