"Office Workers Head to Culture Center at Lunch"... The Hyundai Seoul's Lunch Classes 'Bustling'

Content Specialized for MZ Generation... 95% Early Closure

The cultural center course 'CH 1985 Lunch Class' is being held at The Hyundai Seoul.

[Asia Economy Reporter Lim Chunhan] Hyundai Department Store announced on the 23rd that the ‘CH 1985 Lunch Class,’ a cultural center lecture held during weekday lunch hours at The Hyundai Seoul, is gaining great popularity as it is selling out early.

CH 1985 Lunch Class offers over 40 courses including exercise, cooking, beauty, and flower arranging from 11:30 AM to 1:00 PM targeting office workers. Currently, more than 95% of all lunch classes are sold out early. Among CH 1985 users, the proportion of people in their 30s and 40s reaches 80%, exceeding the average of other stores (60%). The courses are tailored to the personal tastes and preferences of the MZ generation (Millennials + Generation Z), including exercise classes such as Pilates, yoga, and ballet, beauty classes like eyebrow shaping suited to face shapes, and cooking classes where participants can make food and bread themselves and also enjoy meals.

The most popular course is the ‘Finding Your Personal Color’ class, which helps individuals discover colors that match their skin tone and teaches suitable fashion and makeup methods. As consumer interest in personal color gradually increased last fall, the class was proactively launched and sold out every month. Since March this year, the number of classes was increased to 20, but all were fully booked on the first day of registration, with about 500 people on the waiting list for the September classes.

After work hours, community-type classes where people with similar tastes enjoy cultural experiences together are also popular. The wine & food pairing class ‘Mokgeumto Table’ held at 7 PM, the exhibition gathering ‘I Art U,’ and the running group ‘Nike The Hyundai Seoul Run Club’ have all sold out early.

A Hyundai Department Store official said, “CH 1985 provides time to focus on oneself, aligning well with the work-life balance values emphasized by the MZ generation,” and added, “Going forward, The Hyundai Seoul will become a landmark of urban lifestyle as a complex cultural space that offers unique experiences and satisfies cultural desires.”