[Report] Days Wandering in Search of Eateries... The 'Changed' I'Park Mall Captivating Yongsan Residents

May Vehicle Visitors Up 11% MoM
Increase in Purpose-Driven Visits
Strengthening F&B Competitiveness... Combining Shopping with Relaxation

[Asia Economy Reporter Minyoung Cha] "I've been living alone in Yongsan for 10 years, and the transportation is good and it's a great place to live, but it's such a shame that there aren't any good restaurants for women to go to together. Since the I'Park Mall was renovated, it's become very convenient to make plans with friends right near my home." (Yoo Yeonhee (pseudonym), a woman in her 30s living in Yongsan)

On the evening of the 19th at 7 PM, I visited the 7th floor of the Living Park at Yongsan I'Park Mall. The interior space, newly created this first half of the year under the concept of 'Food Cinema,' was filled with families and couples gathered in small groups enjoying dinner. Warm-colored indirect lighting and green plants in the indoor space brought vitality to the area. Except for some restaurants, spacious tables placed in an open area were freely available for customers to use. As fear of enclosed spaces increased due to COVID-19, the relaxed spatial arrangement among customers significantly eased concerns about infectious diseases. Young professionals in their 20s and 30s enjoying the leisure of after-work hours were also noticeable.

Another attractive point is that you can choose and enjoy various world cuisines according to your taste. From 'Namdo Bunsik,' a representative snack specialty store famous for tteokbokki in Seochon, to 'Signature Lab,' an Italian specialty restaurant gathering signature menus from each restaurant by Chef Jeong Ho-gyun of Le Jiu in Seorae Village, and 'Gajok Hoegwan,' a Jeonju bibimbap specialty restaurant passed down for three generations by master Kim Nyeon-im, the only certified Jeonju bibimbap artisan in Korea. Especially, the Andong Jjimdak specialty restaurant 'Hongsugye Jjimdak' and the sukiyaki hot pot specialty restaurant 'Manpo Sukiyaki' were crowded with customers. 'Horangi Sikdang,' a neat Korean-style ramen made with deep beef bone broth and thick fresh noodles, and 'Baekmidang,' famous for its ice cream, also stood out. Domestic chicken franchise company BBQ introduced the Olive Cafe store applying the 'Grab and Go' system for the first time in Korea at I'Park Mall in April. BBQ Grab and Go is a system where customers can immediately select and pay for single-serving chicken packages, cup rice sets, salads, sandwiches, etc., displayed in warming and refrigerated showcases and take them to go. The menu is designed for quick purchase and reflects the demand linked to CGV Yongsan I'Park Mall branch.

While leisurely exploring Food Cinema, Kim Suhyun (pseudonym), a couple in their 20s working nearby, said, "After work near here, my girlfriend and I, who are a couple at work, often stop by," adding, "There is a park installed, so it's a great place for dates on cool days like these," giving a thumbs up. This couple purchased products at the Bungeoppang popup store for dessert after their meal. On the same floor, the rooftop garden decorated with bright lighting has outdoor tables where customers can enjoy the breeze. Customers can relax comfortably even without purchasing products. Some were seen sitting side by side enjoying takeout coffee.

In fact, despite the direct hit from COVID-19, visitor numbers are recovering. According to I'Park Mall, the number of vehicle entries in May was 225,000, marking the highest level in three months following March (191,000) and April (203,000). This is an 11% increase compared to April. It indicates that visitors who sharply decreased due to the direct impact of COVID-19 in February are returning. Especially, vehicle visits are considered genuine customers as they tend to have a specific purpose. Additionally, due to the proximity to Yongsan Station and the nature of the commercial area, the number of visitors entering on foot is estimated to exceed this.

To enhance its appeal as a complex mall, I'Park Mall has strengthened its food and beverage (F&B) competitiveness. This was a necessary decision to capture decreasing visitors as the mall's attractiveness as a mobile phone and electronic device sales venue declined. Food Cinema is also the result of about a year since the F&B Creative Task Force (TF) team was formed last May. After more than six months of preparation, great effort was made to attract famous restaurants. The open-style cafe street spread across the 4th and 5th floors of Living Park is also part of this effort. A spacious cafe street was created so shoppers can take a light break while shopping. On the 4th floor of Living Park, 'FOUR B,' 'Jo and the Juice,' 'Dore Dore,' 'Lucicato,' 'Botanical Cafe,' and 'Tiger Sugar' are located. In mid-next month, they plan to introduce 'Pick 6,' a space where light F&B content, shopping, and rest come together in one place.