MZ Generation Flocks to Department Store... Shinsegae Centum City 'Hyper Ground' Becomes Nationwide Hotspot One Year After Opening

Bold MD Expansion and Space Innovation Targeting MZ Preferences

Hyper Ground Effect, Half of New Customers Are MZ

Special Promotion for 1st Anniversary of Giveaway and Popup Event

Half of this department store's new customers over the past year are from the MZ generation! What is the identity of the 'hot place' that has drawn these young consumers to the department store?

Shinsegae Centum City's young fashion specialty hall, 'HYPER GROUND,' is celebrating its first anniversary since opening and has established itself as a nationwide MZ hot place.

HYPER GROUND, created on the second basement floor with an area of about 2,700 pyeong, has continuously evolved by absorbing the demand of the younger generation since its opening in February last year.

While Centum City branch has so far attracted middle-aged and VIP customers with strong luxury brand lineups, HYPER GROUND has rapidly risen by targeting the MZ generation as its main customer base.

The biggest achievement so far is that it has transformed young customers into the main consumer group. Among the 390,000 new customers last year, more than half, 200,000, were from the MZ generation.

In particular, the popularity among MZ customers nationwide, not just in Busan, has changed the commercial district map. The number of customers from outside the Busan area visiting HYPER GROUND increased by 51%, and among them, the number of MZ customers grew by 149%, showing nearly three times the growth rate compared to the overall increase, according to the department store.

This popularity is analyzed to be due to the large-scale attraction of brands exclusively launched in the region. Of the total 47 brands, about 20 are regional brands. Including the ball cap brand EMIS, which has consistently recorded monthly sales of 400 to 500 million KRW since opening, half of all brands are recording monthly sales of over 100 million KRW.

Additionally, brands such as Potree, famous for striped shirts, and Arket, H&M’s lifestyle brand opened for the first time in the region, as well as food and beverage brands like Half Coffee, Super Matcha, and Fault Burger, also opened for the first time in the local commercial district, attracting the MZ generation.

As a result, Shinsegae Centum City has become a department store balanced between luxury and mass market, adult and young fashion. Following a 107% sales growth rate last year, HYPER GROUND continues to show a growth rate in the 160% range this year, proving itself as the MZ generation’s 'shopping hot place.'

Shinsegae Centum City Hyper Ground Celebrates Its 1st Anniversary.

One factor behind this 'big hit' is also 'space innovation.'

It is analyzed that continuously supplying new content reflecting changing trends kept the change-sensitive MZ generation engaged without boredom. At the center of this was the popup event space, HYPER STAGE, and the central plaza. The art-integrated interior also played a role.

Starting with the 'Graffiti Wall' by MZ representative artist Kim Se-dong (SAMBYPEN), HYPER GROUND was decorated with various goods from popups like 'Pengsoo x Poovilla' and 'Maru the Dog,' and a collaborative exhibition with world-renowned graffiti artist Andre Saraiva. The free exhibition of 'Suzume's Locking the Door' attracted over 20,000 visitors.

Moreover, the department store transformed into a concert venue. In August last year, to celebrate the 50th anniversary of hip-hop, 'HipHop Playa' with popular rappers upgraded HYPER GROUND into an experiential space beyond shopping.

The newly unveiled 'HYPER SPACE' continues this space innovation. Set up in the central plaza, HYPER SPACE was themed as an 'Instagrammable' cosmic space using Milky Way lighting and mirror zones to commemorate the first anniversary. Customers are immersed in an experience as if they have come to outer space.

Shinsegae Centum City plans to launch fresh new brands while conducting special promotions to celebrate the first anniversary of HYPER GROUND’s opening. A variety of rich anniversary events have also been prepared.

First, from the 23rd to March 3rd, the 'Happy Birthday, Hyper!' event offers a 10,000 KRW discount coupon for purchases over 100,000 KRW on a single brand using Shinsegae affiliated cards.

Next, during two weekends (Feb 23-25 and March 1-3), customers who purchase between 200,000 and 1,000,000 KRW or more using Shinsegae affiliated cards will receive a 7% gift certificate.

Hyper Ground Celebrates Its 1st Anniversary.

New brands and popup stores will also be introduced one after another.

Bag brand RAWROW, which follows the motto of 'faithful to the essence,' will open on the 23rd, and NOMANUAL, popular among the MZ generation for its unique designs and various details, will open on the 29th. NICE GHOST CLUB, known for its witty designs, will operate a popup store from the 23rd to March 7th.

Limited edition products will also be launched to celebrate HYPER GROUND’s first anniversary. Photo studio brand Photo Drink will release a limited edition anniversary frame until March 3rd, and American dessert brand Grocerystuff will sell a special cookie cake for the anniversary.

Additionally, about 40 brands including Covernat, Insilence, InstantFunk, Mischief, Carhartt, and Marithe Francois Girbaud will participate in the event, offering large-scale discounts and prize giveaways.

Park Soon-min, General Manager of Shinsegae Centum City, said, “HYPER GROUND has absorbed demand from various age groups including the MZ generation and presented a new lifestyle, becoming a nationwide hot place. We will lead the industry with diverse content development and space innovation in line with Busan as a global hub city.”