With the Korean wave gaining in popularity, Shine Korea hopes to cater to the growing interest and demand for Korean products by providing a source of Korean products directly imported from Korea for consumers from all walks of life. The constant introduction of new products ensures that the goods in Shine Korea are always updated and in line with what is available in the Korean market. The wide range of products including confectionery, noodles, beverages, alcohol, frozen food, canned food, sauces, seasoning and utensils aim to ensure that the needs of both locals and Koreans are met. Furthermore, the availability of local and overseas products from countries such as Malaysia, Vietnam and China allows consumers to not only have the opportunity to enjoy products from Korea but also that across Asia.