Hyundai Department Store Mokdong Branch 100 Days After Renewal: "Captured MZ and Mokdong Moms"

100 Days After Renewal, 13% Increase in Customers
MZ Generation Specialty Hall Concept Hits the Mark
Also Serves as Mokdongmom Community Role

Hyundai Department Store Mokdong Branch, which marked 100 days since its renewal, has become younger. It is analyzed that the store attracted MZ generation (Millennials + Generation Z) customers following the existing 4050 generation customers through a large-scale renewal that created a specialized MZ generation zone and expanded family-friendly spaces.

Hyundai Department Store Mokdong Branch 'The Lobby' Store Exterior [Photo by Hyundai Department Store].

According to Hyundai Department Store on the 25th, an analysis of the age range of purchasing customers during the 100 days after the Mokdong branch renewal (March 15 to June 22) showed that the average age of purchasing customers dropped by 4.1 years compared to the same period last year, recording 39.6 years. During this period, the number of customers visiting the Mokdong branch increased by 13.0%, and the annex, which was renewed targeting MZ generation customers, saw a 21.8% increase in visitors.

The influx of 'Mokdong Moms' also increased simultaneously. During this period, female customers in their 30s to 50s residing in Yangcheon-gu areas near the Mokdong branch, such as Mokdong, Sinjeong-dong, and Sinwol-dong, increased by 12.8% compared to the same period last year. Hyundai Department Store cited the specialized MZ generation zone 'Central Connection,' the hotel lounge-style lifestyle curation zone 'The Lobby,' and the family-friendly spaces and flow layout as the main factors that attracted MZ generation customers and Mokdong Moms.

The Mokdong branch transformed its 9,127㎡ (approximately 2,760 pyeong) space on basement level 2 into the MZ generation specialized zone 'Central Connection,' reflecting the demands of the MZ generation by concentrating trendy fashion and food & beverage (F&B) brands, creating a space where young customers want to eat, drink, stay, and enjoy. It introduced various F&B brands such as popular fashion and accessory brands MMLG, OIOI, Covernat, Gentle Monster, as well as Yeonnam-dong’s famous Thai restaurant 'SSAP' and Mangwon-dong’s popular bagel shop 'Brick Bagel,' capturing the tastes and preferences of young customers.

The annex’s first floor 'The Lobby' also contributed to the success of the Mokdong branch. From the renewal design stage, a sophisticated healing space was created with a hotel lounge concept, placing about 60 large potted plants including palm trees. It includes a dining bar 'Wine Works' where customers can enjoy meals paired with over 3,000 types of wine, the French fashion brand Maison Kitsun?’s coffee shop 'Cafe Kitsun?,' and the nail salon 'The Powder Recipe.' A Hyundai Department Store official explained, "The back door of the annex is a place where nearby residents wait for school vehicles, so the store was mainly organized as a resting space where parents can chat or dine after sending their children to school."

Considering family customers visiting with children, family-friendly spaces were also expanded. The basement level 2 'Central Connection' opened up the previously divided customer flow between the main building and annex, creating a spacious area. In addition to the existing 'Glass House' and outdoor sky garden, family-friendly resting spaces were created including the kids’ specialty zone 'Petit Planet' with the kids’ cafe 'Playtime' and the cinema 'Megabox The Boutique.'

Moon Sam-gwon, General Manager (Executive Director) of Hyundai Department Store Mokdong Branch, said, "In the future, in line with the slogan 'Discovering New Happiness Every Day,' we will continue to present various contents within family-friendly resting spaces so that all family members with different needs by age can enjoy, including MD compositions reflecting the latest trends."