Performance Doubled from June 26 to 29 Compared to Last Year
Over 33% Higher Than Emart’s Initial Target
Targeting Families in Their 30s and 40s with Young Children
Carefully Selected Food and Fashion Brands, Expanded Experience and Relaxation Spaces
On the afternoon of June 29, the three-lane one-way road leading into Emart Town in Ilsanseo-gu, Goyang, Gyeonggi Province, was so congested it resembled a parking lot. The traffic was caused by a surge of vehicles as people flocked to enjoy the weekend afternoon and shop at the newly renovated Starfield Market Kintex branch and the warehouse discount store Traders Wholesale Club, which had reopened three days earlier. Although several traffic guides were controlling the flow on the surrounding roads, visitors had to wait through dozens of traffic signals just to enter the store’s parking lot. Not only the ground level but also the underground parking lots, which are divided into two to three basement floors, were so full that visitors struggled to find empty spaces, with some waiting over an hour to park. One visitor commented, "Because the weather was hot, I thought it would be nice to have dinner in an indoor shopping mall, but it was extremely difficult to find parking," adding, "It seemed that quite a few people gave up and turned their cars around after failing to find a spot."
The entrance to the underground parking lot leading to Starfield Market Kintex branch is congested with vehicles. Photo by Kim Heungsun
According to Emart on July 1, during the first four days of operation (June 26?29) following its renovation, Starfield Market Kintex, including Traders, saw sales increase by 117% compared to the same period last year, signaling a strong start. This figure exceeds the company’s initial target by more than 33%.
Emart has transformed the former Emart The Town Mall Kintex into Starfield Market, aiming to create a next-generation mall-type hypermarket. This is the second Starfield Market location, following the first store in Jukjeon, which opened in August last year. Like the complex shopping mall Starfield, the first and second floors feature carefully selected tenants, focusing on well-known brands, and have enhanced shopping, dining, and experiential spaces. The area dedicated to customer relaxation and cultural activities has been doubled to 661㎡ (approximately 200 pyeong) compared to before.
Family customers are relaxing in the complex healing space 'Book Ground' located in the central area of the first floor of Starfield Market Kintex branch. Photo by Kim Heungsun
The most striking area upon entering the store is the complex healing space 'Book Ground,' located at the center of the first floor. The high ceiling, extending to the second floor, creates a spacious atmosphere, complemented by soft lighting that enhances the sense of relaxation. This space features 150 seats and more than 6,000 books, attracting many families with children.
Popular brands known as anchor tenants?including Olive Young, Daiso, and Musinsa Standard?have all opened stores here. Daiso, favored by children and younger customers, has expanded its area from 628㎡ (about 190 pyeong) to 1,660㎡ (about 502 pyeong), making it the fourth largest Daiso store in Emart locations nationwide. Olive Young has also expanded from 182㎡ (about 55 pyeong) to 522㎡ (about 158 pyeong). Musinsa Standard, set to open in September, will launch its first offline store in the Ilsan commercial district at this location.
Emart expects Starfield Market Kintex to become a regional landmark, following in the footsteps of Starfield Market Jukjeon. Since its opening, Starfield Market Jukjeon recorded a 36% increase in cumulative sales and over a 12% rise in visitor numbers by May this year compared to the same period before its renovation. During the same period, the number of customers staying 'more than 3 hours but less than 6 hours' increased by 163%.
An Emart official explained, "Starfield Market Jukjeon targets the 40s and 50s age group with school-aged children (6?12 years old) as its main consumer base," adding, "Starfield Market Kintex is designed for consumers in their 30s and 40s with younger children, focusing on brands suitable for households of three or more."
Customers are shopping at the Daiso store, which operates on a 1660㎡ (approximately 502 pyeong) scale at Starfield Market Kintex branch. Photo by Kim Heungsun
Accordingly, Starfield Market Kintex has filled its offerings with food, fashion brands, and experiential zones, taking into account adjacent commercial districts in new cities such as Goyang, Gimpo, and Paju Unjeong. Notable examples include the introduction of 'Bounce the First,' the first indoor trampoline park in Goyang, the value-for-money buffet 'Ashley,' the popular sushi brand 'Gatten Sushi,' ABC Mart, and Topten Kids. During the first weekend, the 612㎡ fashion brand 'Shinsegae Factory' attracted many family customers in their 30s, while Ashley, an existing tenant, saw its sales increase by 50% during the same period.
Customers who have frequented the location commented, "It seems much improved compared to the previous The Town Mall," but also noted, "It is too crowded on weekends, making it difficult to use." Emart stated, "The surge in visitors appears to reflect heightened interest in the newly renovated opening," and added, "As time passes, more concrete results such as customer dwell time will become evident."
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