80 Million Visitors in 2 Years, 52 Million Under 30
Curated for MZ Generation's Tastes... 321 Pop-ups Held
Expected to Join 1 Trillion Won Club in Department Stores This Year in Record Time
The Hyundai Seoul has surpassed 80 million visitors within two years of its opening. This means that the population of South Korea (approximately 51 million) has visited more than 1.5 times over the two years. By quickly introducing products that resonate with the tastes of the MZ generation (Millennials + Generation Z), and hosting 321 pop-up stores, it has earned the nickname 'MZ Playground.'
According to Hyundai Department Store on the 24th, out of the 80 million visitors to The Hyundai Seoul over two years, 52 million were aged 30 or younger. This figure is nearly four times the population of Koreans in their 20s and 30s, which is about 13 million. The 20s and 30s generation visited The Hyundai Seoul about four times over the two years.
The Hyundai Seoul recorded cumulative sales of 1.78 trillion KRW over two years since its opening. The Hyundai Seoul, which achieved sales of 803 billion KRW in its first year, exceeding market expectations, recorded sales of 977 billion KRW in its second year (February 23, 2022 ? February 22, 2023). A Hyundai Department Store official explained, "The two-year sales record is from offline sales only, and considering that online malls typically account for about 10% of total department store sales, the achievement is even greater."
This year, joining the 1 trillion KRW club is also within reach. Last year's annual performance was 950 billion KRW, and surpassing 1 trillion KRW this year would mark an achievement within 2 years and 10 months of opening. This would be the fastest record for reaching 1 trillion KRW in sales in the department store industry.
The Hyundai Seoul is regarded as a successful case that broke the conventional formula of existing department stores. By frequently changing its composition through pop-up stores and other means, it attracted the trend-sensitive 20s and 30s generation, and by focusing on rest areas and attracting popular restaurants, it has been evaluated as a 'place people want to visit.' The number of pop-up stores introduced at The Hyundai Seoul over two years is 321, averaging one pop-up store every two days. The social media buzz has actually increased in the second year compared to the first year. Over two years, the hashtag #TheHyundaiSeoul on Instagram has been used 730,000 times, more than the 338,000 times in the first year after opening.
To celebrate its 2nd anniversary, The Hyundai Seoul has planned various events. Until the 5th of next month, the 5th floor Sounds Forest will host a pop-up store for the girl group 'aespa.' A photo zone will be set up, and merchandise will be sold. During the same period, on the basement 1st floor main hall, a pop-up store by the designer of 'Kim Geon-uk,' a sub-character of the YouTuber 'Tanaka,' who has recently gained great popularity among the 20s and 30s on social media, will be held. Exclusive collaboration products with 11 brands including Darkroom, Matang Kim, and Sculp will be sold.
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