"Busy Mall 'In Front of the Air Conditioner' vs. 'Summer Is Really Tough' Market Frowns (Comprehensive) [Two Faces of the Heatwave]"

Crowded Department Stores and Shopping Malls
Indoor Summer Retreat and Outing Amid Heatwave
Shopping for Summer Vacation Items + Dining in One Building
Weekend Department Store Sales Jump 28~49%
vs
Traditional Markets Facing Off-Season
Merchants and Customers Fanning Themselves Repeatedly
Struggling with COVID-19 and Heatwave
"Summer Business Is Very Difficult"

On the afternoon of the 17th, Starfield Goyang in Goyang-si, Gyeonggi Province is crowded with people.

The expressions across various distribution channels are changing due to the heatwave. As people seek to escape the scorching heat, foot traffic is heading toward air-conditioned indoor spaces, making shopping malls and department stores busy with an increased number of customers. On the other hand, traditional markets, which are experiencing their typical off-season along with the sweltering heat, have seen a decline in visitors. Market vendors unanimously agreed that business this summer has been particularly tough due to the combination of the heatwave and the resurgence of COVID-19.

◇People Visiting Department Stores and Shopping Malls: "We Can't Even Think About Outdoor Activities in This Scorching Heat."

"In this kind of scorching heat, it's impossible to manage outdoor activities with two kids. When we leave the house by car, we often visit shopping malls where we can move indoors without sweating," said Park Minju (37, pseudonym). On the humid afternoon of the 17th, when temperatures exceeded 30 degrees Celsius and there was a sudden shower, 'Starfield Goyang' in Goyang City, Gyeonggi Province, was packed with crowds on every floor, filling the escalators. Those who went on a cool 'shopping mall outing' with children and pets under air conditioning carried shopping bags in both hands and headed to the mall’s restaurants. Long waiting lines formed at restaurants and cafes. Shopper Park Minju said, "I get tired of staying at home, but it's hot outside, and I don't want to cook in front of the stove, so on weekends, my family often comes here to shop together."

On the same day, the restaurant area at Lotte Department Store’s main branch in Jung-gu, Seoul, was also crowded with shoppers having dinner. Some popular eateries in the basement level 1 'Food Avenue' had people waiting for seats. Lee Jaemin (43, pseudonym), who was waiting in line, said, "I heard this place’s knife-cut noodles are delicious, so after shopping for sunglasses, I came here to have dinner. Since it’s hot and moving around is difficult, I plan to have a cup of coffee at the department store after the meal before heading home."

On the afternoon of the 17th, shoppers crowded the basement level 1 of the Lotte Department Store main branch in Jung-gu, Seoul.

In the past, it was the 'bank'; nowadays, it is the 'shopping mall.' The early arrival of the heatwave has significantly increased the number of 'indoor vacationers.' As the heatwave began, people who used to visit nearby parks with one-touch tents and camping chairs along with their children are now heading to cool shopping malls. They shop for fashion items for the upcoming summer vacation, eat, and drink coffee all within the same building.

This change is also reflected in the numbers. Last weekend, major department stores such as Lotte, Shinsegae, and Hyundai Department Store saw sales growth rates of 28% to 49% compared to the same period last year. Sales in popular categories like fashion and outdoor gear surged sharply. Lotte Department Store recorded notable growth rates of 70% in perfumes, 55% in infant products, 45% in leisure (outdoor), 45% in overseas fashion, 35% in women's fashion, and 30% in men's fashion. Especially, with customers minimizing movement during the heatwave and dining while shopping, food and beverage (F&B) sales surged by 80%. Hyundai Department Store also saw F&B sales growth of 62.9%, with golf at 43.5%, young fashion at 36.3%, and men's fashion at 33.6% showing strong performance. Shinsegae Department Store also experienced significant sales increases: women's fashion up 84.6%, men's fashion 59.5%, outdoor 62.5%, and luxury goods 35.3%.

On the afternoon of the 17th, Ahyeon Market in Mapo-gu, Seoul. Due to the heatwave, foot traffic from citizens is sparse.

◇Traditional Market Vendors: "With the Heatwave and COVID... There Really Are No Customers These Days."

"Clearance sale, clearance sale. Take a basket of plums for 3,000 won." On the afternoon of the 17th at Ahyeon Market in Mapo-gu, Seoul, a fruit and vegetable vendor repeatedly shouted 'clearance sale' as he lowered the price of the remaining plums to 3,000 won per basket, but passersby barely lingered. They hurried along, saying, "It's too hot." The daytime temperature in Seoul exceeded 30 degrees Celsius that day.

Due to the lack of proper cooling facilities, summer is a typical 'off-season' for traditional markets. Vendors here say that the recent concerns about the resurgence of COVID-19 have further reduced customer visits. Around 3 p.m., the peak time of the scorching heat, it was hard to find people in the market except for two customers who came to buy minced garlic. Vendors were mostly resting inside their shops in front of fans or fanning themselves rather than going outside to attract customers due to the heat.

Kim (60s), who runs a twisted doughnut (kkwabaegi) shop, sighed, "Although summer is usually the off-season, there are really no customers this year." He explained, "With COVID-19 worsening again and the heatwave combined, customer visits have decreased even more. We used to operate until 10 p.m., but now we close by 7 p.m." Another customer buying kkwabaegi said, "It's too hot. The owner working in front of the stove must be having a hard time," shaking his head. Kang (60s), who runs a stall at the market, also complained, "Summer business is really tough. It's too hot to work, and vegetables wilt faster."

Earlier, on the 15th, just before the peak of the first heat period (Chobok), the atmosphere at Mangwon Market in Mapo-gu was livelier. The market was shaded to block rain and wind, and water was sprayed from the ceiling to cool the intense heat, helping those who came to buy ingredients for samgyetang (ginseng chicken soup) cool down their sweat. However, on the way to the market, visitors already had sweat on their foreheads. The asphalt heat combined with the blazing sun raised the perceived temperature significantly. Visitors hurried along, using parasols and fanning themselves. Kwon (30s) said, "I came to run errands nearby and decided to buy weekend groceries. I enjoy shopping at traditional markets where I can buy hand-tofu from a specialty store and snacks, but I can't even think about it in midsummer. The traffic congestion here is severe, so I don't bring a car, and when it's hot, I just quickly buy what I need and leave."

On the afternoon of the 15th, just before Chobok, citizens were shopping at Mangwon Market in Mapo-gu, Seoul.