Adding Science, Art, and Experience Content to Shopping 'Becoming the Landmark Department Store of the Central Region'
24 Million Visitors in One Year... Highest 2030 Ratio Among Shinsegae Stores
6 Out of 10 Visitors Are Non-Locals... Contribution to Local Economic Revitalization
1st Anniversary Featuring Andy Warhol & Kim Whanki Exhibitions, Giant Puvilla Sculpture, Concert
[Asia Economy Reporter Yuri Kim] Daejeon Shinsegae Art & Science has established itself as a landmark in the central region just one year after its opening.
Shinsegae Department Store announced on the 14th that the number of customers who visited Daejeon Shinsegae over the past year reached approximately 24 million, which is equivalent to half of the domestic population. This means that the entire population of Daejeon City (about 1.45 million) visited more than 16 times on average. Notably, 6 out of 10 visitors were from outside the city, significantly contributing to the increase in Daejeon's floating population.
◇Science, Art, and Experience Combine to Become a Landmark in the Central Region
Daejeon Shinsegae is described as a landmark not only for Daejeon but also for the central region. Shinsegae Department Store said that it has become a beloved spot among citizens to the extent that people naturally say "Let's meet in front of Shinsegae" when arranging meeting places.
An analysis of card usage in Daejeon City by Shinhan Card from August 27, 2021, when Daejeon Shinsegae opened, to the 26th of last month, showed that Daejeon Shinsegae was the second most frequented facility by both citizens and external visitors after Daejeon Station. Excluding Daejeon Station, which is a key transportation hub in the city, Daejeon Shinsegae became the most visited place by citizens. More than half of all visitors came from outside Daejeon. Visitors from the metropolitan area also came to Daejeon Shinsegae, indicating its contribution to regional economic and tourism revitalization.
This also had a positive impact on the local economy. According to the "Chungcheong Region Industrial Activity Trends" released monthly by the Chungcheong Regional Statistics Office, department store sales index in Daejeon increased by 72.1% in July this year compared to the same month last year.
Daejeon, once known as a "boring city," has been reborn as a "fun city." The response from the younger generation in their 20s and 30s, the future customers, has been particularly enthusiastic. Among the 13 Shinsegae Department Store branches, Daejeon Shinsegae has the highest proportion of customers and sales from the 20s and 30s age group, at 50% and 45%, respectively.
Daejeon Shinsegae has a total floor area of 284,224㎡ (approximately 86,000 pyeong), with the department store's sales area alone covering 92,876㎡ (about 28,100 pyeong). It features unprecedented content that captivates the 20s and 30s generation, including the science museum 'Shinsegae Nexperium' created in collaboration with KAIST researchers, the region's first indoor sports theme park 'Sports Monster,' a 4,200-ton aquarium utilizing digital media, and a rooftop garden overlooking Gapcheon Stream. Last month, it also launched the 'Science Olympiad' in partnership with KAIST, the first of its kind in the retail industry, aimed at discovering and nurturing future scientific talents. Through its gallery, it also offers cultural enjoyment opportunities to citizens. Exhibitions of gallery-level quality such as 'Nam June Paik & Lee Lee-Nam - in progress' and 'HAPPY POP!' attracted over 150,000 visitors in the past year.
Performance is also on a smooth track. Daejeon Shinsegae achieved sales of 800 billion KRW within one year of opening. This surpasses the first-year sales of Daegu Shinsegae (600 billion KRW in 2016) and Centum City branch (550 billion KRW in 2009). Upon opening, it introduced brands like Gucci and Bottega Veneta, and as exclusive regional brands, it showcased Saint Laurent, Moncler, Roger Vivier, Celine, Tom Ford, Jaeger-LeCoultre, Bulgari, Piaget, and Chaumet. In the first half of this year, Daejeon Shinsegae introduced Fendi, Bulgari, and Van Cleef & Arpels for the first time in the region, and plans to further dominate the local market by adding differentiated luxury brands such as Dior, Prada, Rimowa, and Loewe in the second half of the year.
◆'A New World of Content'... Puvilla Society, Genie Music Concert, Shinbaek Live
Daejeon Shinsegae is presenting anniversary content to repay the love and hospitality received from local residents. Until the 28th of this month, the gallery is exhibiting works by 32 renowned domestic and international artists representing contemporary art in collaboration with Seoul Auction. Visitors can see over 60 masterpieces by masters such as Andy Warhol, Roy Lichtenstein, Yoshimoto Nara, Kim Whanki, and Kim Chang-ryul.
Shinsegae Department Store's representative character Puvilla is also taking the spotlight. With over 18,000 SNS posts and 5,000 followers, the Puvilla character is a hot topic among the 20s and 30s generation. Using Puvilla, they are holding a giant sculpture exhibition, photo zones, and a Non-Fungible Token (NFT) festival. Until the 16th of next month, visitors can enjoy the Puvilla Village, a rest and photo space using the Puvilla character, and a 17-meter-tall giant Puvilla sculpture in the rooftop park. Additionally, there are anniversary events such as a 20% discount coupon for the aquarium for Puvilla NFT holders and a 1+1 ticket event for the 193 Observatory.
On the 17th, an offline concert by Puvilla Society × Genie Music will be held at the Daejeon Convention Center, featuring singers popular among the MZ generation (Millennials + Generation Z) such as Imujin, Samdi, and Lee Youngji.
Discount events across all genres including fashion, sports, golf, children’s products, and cosmetics are also being offered. Through the Shinsegae Department Store application (app), the live commerce 'Shinbaek Live' will present products such as golf brand PXG and Black Yak Kids at special prices.
Meanwhile, Daejeon Shinsegae is collaborating with artists and planners active in the local art scene to support the development of art and culture in Daejeon. In July last year, Daejeon Shinsegae and the Daejeon Goam Art Foundation held a collaborative exhibition for the development of local social culture and arts, and in April this year, they presented a special exhibition inviting 37 artists from the Daejeon and Chungcheong regions.
Community-based coexistence activities are also ongoing. In August last year, as a local corporation in the 'science city' of Daejeon, they produced and delivered over 2,800 educational science pop-up books and production kits for preschool children to five districts in Daejeon. In December last year, they introduced the Shinsegae Smart Study Room 'Dosol Youth Culture House' in Seo-gu, Daejeon, along with over 6,000 books collected by Shinsegae employees for teenagers. Daejeon Shinsegae plans to open a second smart study room in Dong-gu, Daejeon, in the second half of this year.
Since September last year, they have been providing eco-friendly food kits monthly to 50 households with sponsored children in Yuseong-gu. They also established the 'Youth Food Truck Cooperative' composed of Daejeon Shinsegae employees and local young operators, launching the 'Happiness Sharing Food Truck' program that visits local childcare facilities to provide menus preferred by children.
Coexistence activities are also underway. In October last year, they donated sponsorship funds to Yuseong-gu Office to improve the business environment of local 'good stores' that offer excellent services at affordable prices. Last month, they signed a multilateral business agreement involving Daejeon Shinsegae, the Small Enterprise and Market Service, and Daejeon City to revitalize the local economy.
They donated 30 million KRW worth of Onnuri gift certificates to the Daejeon branch of the Green Umbrella Children's Foundation for low-income families in 21 comprehensive social welfare centers in Daejeon. They also delivered encouragement kits to COVID-19 medical staff and donated 50 million KRW in donations for small business owners and marginalized neighbors in the region.
Kim Nak-hyun, General Manager (Executive Director) of Daejeon Shinsegae, said, "Thanks to the continuous interest and love from the local community, Daejeon Shinsegae has quickly established itself as a nationwide landmark beyond the central region. We will continue to grow as a company that grows together with local residents as a local corporation."
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