Shinsegae Food Market Dogok Branch Renovated as Department Store Food Hall

Renewal Opening on the 15th... Targeting Customer Tastes
Shinsegae Department Store's Unique Differentiated Brands Entering
Food Hall Offers Paid Membership 'Prime Service'

Shinsegae Department Store announced on the 14th that Shinsegae Food Market Dogok Branch will reopen the day after completing its renewal.

Shinsegae Food Market Dogok Branch undergoes a major renewal and will be newly unveiled on the 15th of this month. The photo shows the store view during the pre-opening.
[Photo by Shinsegae Department Store]

Shinsegae Food Market Dogok Branch has introduced more than 70% new brands out of approximately 1,200 brands and widened the aisle width by 20% compared to before. It gathered a variety of food offerings in one place, including premium ingredients, bakeries, and popular eateries. Additionally, it launched the first paid membership for the food hall in the Seoul area and enabled VIP performance accumulation at the department store based on purchase amounts.

Shinsegae Food Market Dogok Branch plans to implement a differentiation strategy by emphasizing premium brands and fresh products. The newly introduced in-house Korean beef brand "Shinsegae Amso Hanwoo Plus" is part of this effort. The Dogok Branch will also introduce traditional sauces and side dishes through Shinsegae Korean Food Research Institute's "Balhyo:Gokgan." Featured fresh lineups include "Saebyeok Milk," "Today's Butter," and "Same-day Caught Jeju Silver Hairtail."

Shinsegae Food Market Dogok Branch's Shinsegae Prime, the first paid membership for the food hall in the Seoul area, offers about 50 fresh food items at up to 30% discounted prices with an annual fee of 55,000 KRW. For groceries, purchases are available at a constant 5% discount. The Dogok Branch plans to regularly change the Prime products sold at discounted prices to provide customers with new food items continuously.

The significantly expanded dining area features representative brands such as "Yeonnam Toma," "Gottensushi," and "Pal Seonsaeng." Dessert spots include "Monsusyu" and "Le Bains Ruls." Choi Wonjun, head of food at Shinsegae Department Store, said, "Through this renovation, customers can experience Shinsegae Department Store's premium brands more closely and enjoy differentiated service benefits such as paid food memberships and regular food subscription services. We will continue to discover and introduce the finest ingredients befitting Shinsegae Food Market."