Shinsegae Department Store Awakens 2030 Consumer Sentiment with 'Cheongchun Market'

[Asia Economy Reporter Seungjin Lee] Shinsegae Department Store announced on the 13th that it will hold a fashion event called 'Cheongchun Market' throughout May to boost sluggish consumer sentiment.

Through Cheongchun Market, Shinsegae Department Store plans to introduce brands that cater to the tastes of the young 2030 generation and attract customers who have not previously visited department stores.

Held for the second time following last year, 'Cheongchun Market' is an event for the 2030 generation, featuring products from social network service (SNS) power influencers whose items are not easily found in department stores.

Cheongchun Market will first be showcased at Centum City from the 15th to the 21st, followed by stores in Hanam and Uijeongbu (22nd to 28th), Gangnam (28th to June 3rd), and Gimhae (29th to June 4th).

At this Cheongchun Market, visitors can find a variety of charming products ranging from clothing to accessories and lifestyle items. This event, directly planned by Shinsegae Department Store buyers, draws attention with its logo and displays reminiscent of dazzling neon signs.

To target the younger generation, the event will be promoted through various SNS platforms such as Instagram, Facebook, and YouTube. For the department store, it is an opportunity to introduce new products to customers, while participating vendors gain a chance to meet department store customers, creating a win-win situation.

First introduced in May last year, Cheongchun Market has effectively attracted young customers to department stores. The average daily customer count in the event halls at Gangnam, Centum City, and Daegu stores was about four times higher during the Cheongchun Market events.

‘Yoon Seoul,’ which ranked first in sales at last year’s Gangnam Cheongchun Market, will participate again this year. Known as a popular blog market among women in their 20s, it features glamorous skirts. Other participants include ‘Rose Island,’ a fashion eyewear brand with 15,000 followers, and ‘Suabijou,’ a celebrity-endorsed accessory brand.

Products reflecting recent customer interest in organic items also stand out. Representative examples include the Australian home care brand ‘Koala Eco’ and ‘Allinbinu,’ which sells cleansing bars made from organic ingredients.

Promotions will also be held during the Cheongchun Market event period. Rose Island is preparing a sunglasses sale with discounts up to 80%. Yega offers handmade cotton masks with purchases over 50,000 won, and Lovely Joy provides portable hand sanitizers with purchases over 70,000 won.

Choi Mun-yeol, Executive Director in charge of fashion at Shinsegae Department Store, said, “We have arranged various MDs such as fashion and accessories like a flea market,” adding, “We expect to capture the footsteps of trend-sensitive young customers offline through Cheongchun Market.”