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THG has announced a licensing partnership in South Korea with SG Safety Corporation, a distribution and business development division of CJ Group, to bring MyProtein to the region.
This agreement will bring the nutrition brand to offline channels for the first time, as well as a number of new online marketplaces.
This multi-faceted 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’s first licensing agreement in South Korea, is planned for Q4 2025.
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.”
Jung-Hyun Sung, CEO of SG Safety Corporation, added: “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.”
