Charles Moon

Charles Moon is the CEO of SDF Group, a leading Australian retail and product development company specializing in tourism, duty-free retail and cross-border e-commerce trade. As a second-generation business leader, Charles has played a pivotal role in expanding SDF Group’s footprint in both Australia and Asia, with a strong focus on the Korean inbound tourism market.

With extensive expertise in tourism retail, B2B partnerships, and digital commerce, Charles has successfully positioned Sydney Duty Free and Pure Australia as trusted brands among Korean travellers visiting Australia. Prior to leading SDF Group, Charles gained valuable experience as a Buyer at Woolworths, one of Australia’s largest retailers, where he honed his skills in merchandising, supply chain management, and category strategy. 

As a member of the Australian-Korean Business Council (AKBC) Industry Experts Panel, Charles brings practical insights and strategic expertise to help shape industry discussions and foster bilateral trade opportunities. He is passionate about enhancing Australia’s position as a premier destination for Korean travellers while driving innovation in the export and e-commerce sector between the two regions. 

Areas of expertise: Tourism, Retail & eCommerce