Renovation Unveiled on the 18th: Food and Fashion Zones Revamped
Targeting International Tourist Demand
Showcasing Trendy Brands and Regional Specialties
Shinsegae Duty Free announced on July 18 that it has completely renovated the 11th floor of its Myeongdong branch, transforming it into a K-culture multi-shopping space that brings together more than 100 brands, including desserts and food, fashion, and K-pop merchandise.
The centerpiece of this renovation, 'Taste of Shinsegae,' is a curated space that offers a wide range of products, from chocolates, snacks, and packaged foods to desserts, regional specialties, and health supplements. The pop-up stores feature brands popular on social networking services (SNS) as well as products from small and medium-sized enterprises, targeting the demand of international tourists.
Taste of Shinsegae is divided into four distinct zones. First, the 'Dessert Zone' features trendy financiers, premium cookies, and brands such as Bricksand and Grains Cookie. The 'Pop-up Zone' introduces brands and outstanding products from domestic small and medium-sized enterprises that are likely to appeal to international travelers, capturing the culinary atmosphere of hotspots like Hongdae, Bukchon, and Seongsu.
Additionally, the 'Shinsegae Food Market Zone' offers a broad selection ranging from premium snacks and ready-to-eat meals to regional specialties such as traditional sesame oil and gochujang. The 'Health Supplements Zone' features not only red ginseng products but also popular global brands such as Cenovis and Orthomol.
The liquor section showcases rare items, including high-aged whiskey. The tobacco store has been newly configured with a cigar zone featuring brands such as Habanos and Davidoff, and the lineup of Chinese cigarettes has been expanded to target niche market demand. In the fashion zone, exclusive shops for GUESS and Mmlg have been newly added, in addition to existing street brands such as National Geographic and Acme de la Vie.
The 'Space of BTS' store, previously located on the 8th floor, has also reopened on the 11th floor after renovation. The Space of BTS store will introduce new albums and merchandise tailored to each member's activity period. A gift zone has also been created, centered around Korea's representative characters such as Kakao Friends and Janmang Loopy.
Chae Jeongwon, Executive Director of Merchandising at Shinsegae DF, stated, "The most important factors in our merchandising strategy are speed and the ability to respond to trends. We have carefully analyzed the latest trends and sensibilities of major commercial districts in Seoul, such as Seongsu-dong and Hongdae, and concentrated them at the Myeongdong branch to ensure that customers can conveniently experience Korea's most trendy brands and products." He added, "Going forward, we will continue to strengthen product development and store operations centered on K-content, promote the appeal of duty-free shopping, and pursue innovations that foster mutual growth with brands."
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