Gwangju Shinsegae, Colorful Children's Day Promotion

'Gold Kids Fair' on Basement Level 1 of Main Building until the 5th

The ‘Gold Kids’ trend (a newly coined term referring to an only child raised like a prince or princess, which has become more common as families with a single child increase in the low birthrate era) is spreading, drawing attention to the premium baby products market.

To overcome the social phenomenon of declining birthrates, the baby products industry is actively exploring new opportunities by promoting premium products through diverse promotions.

Accordingly, Gwangju Shinsegae Co., Ltd. (CEO Lee Dong-hoon) announced on the 30th that it will introduce various premium brands and present a ‘Gold Kids Fair’ for precious children in celebration of Children’s Day, tailored to meet customer demand.

On the 6th floor of the main building’s children’s department, the ‘STOKKE’ store, known as the luxury brand of strollers, is located. Opened in 2023 as the first in Honam, STOKKE is highly popular despite its high price, thanks to its smooth handling and stability, which are important factors in strollers.

The most popular item at Gwangju Shinsegae STOKKE is the STOKKE Explorer X. Designed to foster closer interaction between parents and children, the Explorer X offers 15 levels of height adjustment according to the user’s height. With accessories such as carrycots or car seats, it is a premium product usable from newborns up to 22kg.

Gwangju Shinsegae STOKKE offers gifts worth approximately 430,000 KRW, including a changing bag and cup holder, to customers who purchase the Explorer X while supplies last.

On the same floor, ‘Burberry Children’ is a representative case where supply cannot keep up with demand. The most popular boys’ item at Gwangju Shinsegae Burberry Kids is the Burberry check collar T-shirt, priced at 400,000 KRW, which is not much different from adult product prices.

Nevertheless, this product is so popular that it sells out immediately upon arrival. The girls’ check collar dress, priced at 510,000 KRW, is also high-priced but sells out within days of arrival, causing many customers to leave empty-handed due to high demand.

‘BONTON,’ located on the 6th floor of the main building at Gwangju Shinsegae, is also a popular imported brand among customers. The newly introduced girls’ Liberty dress for the SS season this year features a floral print in a long dress style and is priced at 298,000 KRW. Despite the high price, it has received enthusiastic responses among mothers, with the phrase “You have to buy it when it’s available regardless of price” circulating widely.

BONTON offers a BONTON multi-bag as a first-come, first-served gift to customers who purchase over 300,000 KRW.

Additionally, Gwangju Shinsegae is holding a Gold Kids Fair in celebration of Children’s Day.

The event will be held until the 5th at the event hall on the basement 1st floor of the main building, featuring participating brands such as Chou Chou & Sessi, Mini Dow, Gap Kids, Hazzys Kids, Miffy Kids, Munya Munya, Orcite, and Inflat Deco.

Chou Chou & Sessi is selling the Evly Ribbon short-sleeve T-shirt for 39,000 KRW and the Evly Apron Pleats dress for 119,000 KRW.

Mini Dow offers the Sunny Car suspender shorts for 29,000 KRW and gives a rabbit ruffle bag to customers who purchase over 100,000 KRW and follow the official Instagram account.

Gap Kids presents T-shirts at 17,500 KRW, shorts at 19,500 KRW, and dresses at 34,500 KRW, all at affordable prices.

Hazzys Kids offers a 10% discount on new products and an umbrella gift for purchases over 150,000 KRW from the 1st to the 6th. Featured items include three types of Little Camper short-sleeve sets priced at 49,500 KRW each, and two types of Royal Club windbreaker jumpers available at 69,500 KRW each as special offers.

Miffy Kids sells unisex fruit sets for 27,000 KRW, Orcite offers children’s pajamas for 25,000 KRW, and Inflat Deco sells unicorn messenger bags for 39,900 KRW.

Kim Yoon-chul, head of the fashion team at Gwangju Shinsegae, said, “Although the total fertility rate is declining, the trend of wanting to give the best to one’s child is spreading, so demand for premium products remains steady. Gwangju Shinsegae will continue to introduce special products and various promotions for precious children, including STOKKE, Burberry Children, and BONTON.”

Honam Reporting Headquarters, Reporter Shin Dong-ho yjm3070@asiae.co.kr