THG announces Myprotein licensing partnership in South Korea

THG has signed a licensing partnership with SG Safety Corporation, a CJ Group subsidiary, to manufacture and distribute THG’s Myprotein-branded products in South Korea. The deal represents the company’s first licensing agreement in the country. It is designed to accelerate its capital-light regional expansion while tapping South Korea’s growing sports nutrition and dietary supplements market.

“South Korean consumers have already shown a strong affinity for Myprotein, and we’re pleased to be building on that momentum through this partnership,” says Neil Mistry, CEO of THG Nutrition. 

“Working with SG Safety Corporation, a specialist distribution and business development division within CJ Group, allows us 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.”

Under the agreement, SG Safety Corporation will manufacture Myprotein-branded products, including bars and snacks, powders, ready-to-drink products, and sports nutrition supplements. 

THG will continue manufacturing its core protein powders, while SG Safety will act as the distributor for these products in South Korea. The official consumer launch is scheduled for Q4 2025, expanding Myprotein’s footprint beyond its established online presence to offline retail channels.

Sports nutrition in South Korea

According to Innova Market Insights data, health concerns are a key driver of sports nutrition in South Korea, with consumers shopping more for sports and functional nutrition products than the global average. Sports nutrition and snack products for performance enhancement and muscle health are also gaining popularity in the country. 

Based on online sales, South Korea is one of Myprotein’s top five global markets. 

“We’re excited to be partnering with THG to expand access to Myprotein across South Korea,” says Jung-Hyun Sung, CEO of SG Safety Corporation.

“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 to build a strong and scalable presence in the South Korean market.”

The licensing agreement strengthens Myprotein’s omnichannel expansion strategy in Asia. Following previous partnerships in markets such as Japan with Itochu, the brand continues to target both online and offline growth in the region.

In related news, Myprotein recently expanded its clear whey protein range with lighter, more refreshing natural flavors, sweetened with a combination of monk fruit and stevia.