Shinsegae Centum City Transforms into 'Content Showroom'... MZ Customers Gather in One Place

Visitors Flocked Nationwide in the First Half of the Year... 'MZ Customers' Grew by About 30%

Second Half Packed with Events from 'SpongeBob' and 'YangpaKungya' Pop-ups to Year-end

▲‘Nationwide MZ’ Responds to Successful Renewal and New Content

Hello Kitty popup store pre-waiting scene.

Shinsegae Centum City underwent a major renewal of its fashion category in 2023, spearheaded by the launch of 'Hyper Ground', the largest 'MZ specialty zone' in Korea (covering 2,700 pyeong), and 'New Contemporary', a hub for K-fashion. As a result, it has reestablished itself as the leading department store in Busan and a 'hot place' for the MZ generation.

In particular, by introducing a large number of new brands exclusively and for the first time in the region, and adding sophisticated interiors and a sense of space, the store has strengthened both its substance and appearance.

Additionally, by hosting pop-up stores featuring a variety of IPs (intellectual properties) such as 'Crayon Shinchan', 'Pengsoo', and 'Maruneun Gangjwi', the store received an enthusiastic response from younger customers and quickly solved the department store’s top priority: targeting the MZ generation.

The impact of the major renewal and new content was quickly reflected in the numbers. In 2023, after the renewal, the number of visitors in their 20s increased by about 40% and those in their 30s by about 10% compared to the previous year. Despite 15 years of steady growth and expanding its commercial area since opening in 2009, the dramatic increase in visitors and expanded market area after the renewal is highly significant for the retail industry.

This year as well, the number of visitors by age group continues to grow. By the end of July, the number of customers in their 20s to 40s who visited Centum City from across the country showed double-digit growth compared to the previous year, and this trend continues in 2024.

Among these, the number of visitors in the 20-29 age group showed a high growth rate of nearly 30%. As young MZ customers are sensitive to rapidly changing trends and quick to embrace new fashions, they actively consumed 'new content' and provided immediate feedback.

Notably, customers in their 30s account for more than 30% of total department store visitors, and the increase in visitors in their 20s is drawing significant attention from the department store, as they could become the main customers in the future.

▲‘Content Showroom’ Attracts Visitors Nationwide, High Satisfaction for Both Consumers and Partners Now in its second year since the renewal, Centum City is once again aiming to expand its commercial territory by planning a variety of new content in 2024.

At the forefront of this effort is the strategy to attract various 'content IP' pop-up stores, utilizing Centum City's vast space as a key asset.

The department store, which set a Guinness World Record as the world's largest when it opened in 2009, boasts overwhelming hardware and large indoor spaces. These factors are crucial in successfully hosting 'content IP' pop-up stores.

Additionally, the direct connection between the subway station and the department store is a major advantage for MZ customers and foreign visitors who primarily use public transportation.

With these strengths in 'space' and 'accessibility', Centum City is fulfilling its role as a 'content showroom'. Customers keep coming to experience and consume new content, while partners are eager to host pop-up stores, continuously knocking on the department store’s door.

Notably, in May, the 'SKZOO' pop-up store, featuring animal characters inspired by Stray Kids members, was fully booked on the day online reservations opened. In July, the 'Hello Kitty' 50th anniversary pop-up store saw more than 200 customers of various ages and nationalities waiting in line before the store even opened each day.

Hello Kitty Pop-up Store.

Starting from the 2nd of this month, the 'SpongeBob 25th Anniversary' pop-up store is underway, and various large-scale events, including 'Yangpa Kungya', are planned through the end of the year.

Shinsegae Centum City Store Manager Park Soonmin said, "Many customers are visiting to see pop-up stores utilizing 'content IP', introduced exclusively and for the first time in the region," and added, "We will continue to discover and attract new content so that Centum City can firmly establish itself as a truly nationwide department store."