Hyundai Department Store Jungdong Branch, Major Renovation After 20 Years... "Representative of Western Gyeonggi"

Largest Renovation Since Opening
Over 100 New Brands Enter... Targeting September Opening
Renovation Initiated Amid Expected Commercial Area Expansion
New Town Development and Line 7 Cheongna Extension Included

Hyundai Department Store Jungdong Branch is undergoing a major renewal for the first time in 20 years. Following the renovation of the food hall earlier this month, the strategy is to solidify its status as the representative department store in the western Gyeonggi commercial district by introducing overseas fashion and young contemporary brands.

Hyundai Department Store announced on the 8th that it will renovate the Jungdong Branch in Bucheon, Gyeonggi-do, from basement level 1 to the 2nd floor above ground across the main building and U-PLEX to accommodate over 100 new domestic and international fashion, beauty, and food brands. The renovated space covers 14,800㎡ (approximately 4,500 pyeong), more than twice the size of a soccer field.

A view of the Food Park at Hyundai Department Store Jungdong Branch.
[Photo by Hyundai Department Store]

Through this renewal, the Jungdong Branch will introduce a 'Food Park' on the 1st floor of the main building, gathering domestic and international food and beverage (F&B) brands in one place, and plans to open the largest luxury hall in the commercial district on the 1st and 2nd floors of the main building. From basement level 1 to the 2nd floor of U-PLEX, a trendy hall targeting the MZ generation (Millennials + Generation Z) will be established. Once the renewal is complete, over 100 new brands in fashion, beauty, and food will be introduced.

First, after four months of renovation work, a 3,339㎡ (approximately 1,010 pyeong) F&B specialty hall called Food Park was unveiled on basement level 1 on the 1st of this month. This area includes Incheon Bupyeong’s Japanese bakery 'Ekinomae', character macaron specialty store 'Robin Dessert Shop', and Taiwanese frothy beverage 'Drink Store'. All of these are the first department store branches for each F&B brand. In addition, a total of 56 brands including famous domestic and international bakeries, desserts, and eateries have opened here.

Hyundai Department Store explained that customer response to Food Park after the renewal has been positive. From the 1st to the 7th, sales and customer numbers at Food Park increased by 51.3% and 45.7%, respectively, compared to the same period last year. Hyundai Department Store Jungdong Branch plans to open the third domestic branch of the Italian grocerant brand 'EATALY' in May, and a premium supermarket selling top-quality fresh food and processed goods is scheduled to open in July.

The luxury hall on the 1st and 2nd floors of the main building will house overseas fashion and beauty brands. In July, overseas luxury brands such as Gucci, Balenciaga, Ferragamo, and Moncler will open for the first time in the Bucheon area on the 1st floor of the main building. On the 2nd floor, global fashion brands including Herno, Comme des Gar?ons, Isabel Marant, and Marc Jacobs will open next month. Earlier, on the 1st, a Beauty Park gathering 22 domestic and international cosmetics brands such as Jo Malone, Dior Beauty, and Sisley was unveiled on the 1st floor of the main building.

The trendy hall from basement level 1 to the 2nd floor of U-PLEX will be filled with young contemporary and emerging designer brands. On the 2nd floor of U-PLEX, the casual wear brand 'Musinsa Standard' operated by Musinsa opened on the 5th, marking the first department store industry entry. Emerging designer brand 'Matang Kim' and gym wear brand 'HDEX' will open sequentially on the 12th and 16th. In the second half of the year, brands targeting the MZ generation such as A.P.C., Maison Kitsun?, Beaker, and Casetify are expected to open in large numbers.

Hyundai Department Store’s major renewal of the Jungdong Branch comes as the surrounding commercial district undergoes changes. Within a 10 km radius of Jungdong Branch, new town developments are planned in Incheon Geomdan, Gyeyang, Bucheon Daejang, and Gwangmyeong·Siheung. Additionally, the Sangdong Video Culture Complex, equipped with a media observatory, hotel, and e-sports stadium, is under development. Once the new towns and video culture complex are completed, demand from the surrounding area is expected to increase. Furthermore, the Seoul Subway Line 7, which connects Jungdong Branch and Bucheon City Hall Station, is undergoing an extension project to Cheongna International City, scheduled to open in 2027, which is expected to increase visits from nearby customers.

Joa Jae-hyun, Managing Director of Hyundai Department Store Jungdong Branch, said, "Through the largest renewal since opening, we plan to provide customers visiting the department store with a premium lifestyle and differentiated shopping experience. The food hall on basement level 1 opened on the 1st of this month, and after sequentially renovating the 1st and 2nd floors of the main building and U-PLEX, we plan a grand opening in September."