Shinsegae Centum City, Hyperground 100 Days... Sales Up 75%

2030 Generation Sales Up 127%... MZ Shopping Mecca
100-Day Anniversary New Product Launch, Pop-Up, Gift Event

Shinsegae Centum City Store's 'Hyperground' has emerged as a leading shopping mecca for the domestic MZ generation (Millennials + Generation Z).

Marking 100 days since its renovation on the 2nd, Hyperground is the largest young fashion specialty hall in Korea, covering approximately 8,926㎡ (about 2,700 pyeong). Among the 47 brands in total, nearly half?20 brands?were introduced for the first time in the Busan area, providing customers with a new shopping experience.

According to Shinsegae on the 1st, since the renewal opening, young fashion sales at the Centum City store have increased by more than 75% compared to the same period last year. Among these, sales from the 20s and 30s age group grew by more than double (127%). The number of Hyperground visitors increased by 137% for customers in their 20s and 80% for those in their 30s. The composition ratio was 48%, meaning that half of Hyperground visitors during this period were from the MZ generation.

Interest from MZ generation outside Busan also increased. The number of visitors in their 20s and 30s from Jeonnam and Jeonbuk increased about 3.5 times, and overall visitors in their 20s and 30s from regions outside Busan rose by 132%.

Customers shopping at Shinsegae Centum City store's 'Hyperground' [Photo by Shinsegae Department Store].

Shinsegae cited the success of Hyperground to its diverse attraction of trendy brands introduced for the first time in Busan, in addition to brands already verified in Seoul. Brands that Shinsegae introduced to the Busan area for the first time, such as Imis, known as the 'cap hotspot,' Pottery, famous for business casual and shirts among men aged 25-35, and street casual brand Mischief, swept the top sales rankings. Trendy food and beverage brands verified in the metropolitan area, such as Half Coffee, Super Matcha, and Fault Burger, also attracted MZ generation customers. On the 12th of last month, the store opened Arket, H&M Group’s modern lifestyle brand, marking the first in the local commercial district and the third in Korea.

To celebrate 100 days since Hyperground’s opening, the Centum City store will offer a 7% gift certificate for purchases totaling 150,000 KRW or 300,000 KRW using Shinsegae affiliated cards at Hyperground from the 2nd to the 11th. Customers who spend over 70,000 KRW will also receive a gift. They can choose one from a mug cup created with graphic artist Sam By Pen, a free instant photo shoot voucher, or a unique design outing bag from the lifestyle brand Wiggle Wiggle.

New products and pop-up stores from various brands can also be found. Phone case brand Casetify will launch the 'Powerpuff Girls' collection, evoking 1990s nostalgia, on the 2nd, and Imis will debut its swimwear line on the 5th. There will be fun activities throughout the store, including brand-specific roulette events and mini-games. From the 8th to the 21st, Wiggle Wiggle will be featured; from the 22nd to July 2nd, LG Electronics’ 'HomeBrew,' which allows customers to make craft beer at home, will be showcased; and starting on the 20th, the 'Pengsoo × Monami' pop-up store will open.

Park Soon-min, General Manager (Executive Director) of Shinsegae Department Store Centum City, said, "With its innovative space composition and differentiated brands, Hyperground has become a hot place where MZ generation from all over the country gather. We will continue to propose the latest lifestyle to customers through various space innovations."