Hyundai Department Store Pangyo Branch Reopens 'MZ Specialty Zone' Targeting Customers in Their 20s and 30s

Exterior view of Iconic Square inside Hyundai Department Store Pangyo U-PLEX.

[Asia Economy Reporter Jo In-kyung] Hyundai Department Store announced on the 11th that it will renew the 4th floor U-PLEX at its Pangyo branch to introduce a specialty zone for the 2030 generation filled with emerging brands. The strategy is to create the best '2030 Generation Specialized Hip Place' in Korea where customers can enjoy the latest trends and diverse experiences all in one place.

The Pangyo branch U-PLEX spans a total area of 6,950㎡ (approximately 2,100 pyeong) and consists of 72 brands across various fields including fashion, outdoor, lifestyle, and entertainment. Among these, 13 brands are entering department stores for the first time, and about 30 brands, nearly half, are being introduced for the first time in the southern Gyeonggi commercial area.

A Hyundai Department Store official explained, "We have moved away from the traditional department store operation method centered on casual wear and SPA brands, and have introduced numerous online-based emerging brands favored by the MZ generation along with various types of lifestyle content into offline stores. We designed the space as a playground where the 2030 generation actually wants to enjoy and stay."

First, the online men's fashion brand 'Coor,' which drew continuous purchase queues immediately after opening its first offline store at The Hyundai Seoul, will open its second store. 'Happy Mart,' known for various fashion accessories featuring the popular online character 'Oroliday,' will open a standalone store. The famous vintage eyewear brand 'La Cite For' from Seongsu-dong, Seoul, and the curated store 'Monoha,' which has established itself as a hot place in Seongsu-dong, will also open their first department store locations.

Efforts were also made to differentiate the space from existing department store young fashion specialty zones. To provide young customers with new inspiration and enjoyment, stylish lighting and tiles were applied to key areas including the 'Iconic Square,' a space specialized for rest, exhibitions, and events, and a store designed as a spaceship model was created.

Happyer Mart inside Hyundai Department Store Pangyo Branch U-PLEX.

In particular, Hyundai Department Store further developed and applied the curation strategy first introduced at The Hyundai Seoul to strengthen its appeal to the MZ generation. Among the 72 brands in Pangyo branch U-PLEX, about 10 expanded their department store sales network based on their success at The Hyundai Seoul, and about 20 brands are emerging brands discovered through pop-up stores held at The Hyundai Seoul.

Previously, The Hyundai Seoul's 'Creative Ground,' a space specialized for MZ generation customers, became a hotspot among young people, resulting in the proportion of customers in their 20s and 30s reaching 57%, which is more than 20 percentage points higher than other stores last year. With the renewal opening of U-PLEX, the Pangyo branch also expects the proportion of customers in their 20s and 30s, which was in the 40% range last year, to increase to around 50%.

Lee Hee-seok, head of the Young Fashion Team at Hyundai Department Store's Product Headquarters, said, "We carefully selected brands that gained popularity after officially entering The Hyundai Seoul as well as brands whose popularity was verified through pop-up stores at major stores to newly introduce them at the Pangyo branch U-PLEX. Customers will be able to experience a wide range of premium lifestyle content that was hard to find in existing department stores, such as customized car key holder shops and curated stores specializing in electric bicycles and camping gear."