As the global duty-free industry undergoes rapid transformation, this session examines the competitiveness and operational limitations of Jeju’s designated duty-free system by exploring case studies form Hainan, China, and Okinawa, Japan. lt aims to identify improvement directiond aligned with global standards and explore pathways for sustainable growth. Furthermore, the discussion will consider how jeju’s duty-free sector can hamonize with the island’s vision as an international tourist destination, fostering a shared understanding of the future direction for a jeju’s-style duty-free model.