Restaurant or Department Store? Lotte Department Store Dongnae Branch Builds Gourmet Lineup

Baeknyeonjeongol, Seoro Gelato, and Pool & Fresh: Three Gourmet Brands Arrive
F&B and Grocery Sales Rise with Growing Local Population
Responding to Demand for Popular Eateries

The restaurant district at the 'Dongnae' department store is undergoing a transformation. By attracting renowned 'Baeknyeongaegae' secret recipes and specialty dessert brands from the local area, it is evolving into a complex culinary and cultural space.

This year marks the 34th anniversary of the Lotte Department Store Dongnae branch, which has introduced a wave of new brands in what can be described as a complete makeover.

The department store has recently revamped its Food Avenue on the first basement floor, introducing three new brands: 'Baeknyeonjeongol', 'Seoro Gelato', and 'Pool & Fresh'.

Baeknyeonjeongol store located in Lotte Department Store Dongnae branch.

'Baeknyeonjeongol' is a traditional restaurant specializing in Nakgopsae and Jeongol dishes since 1981, renowned for its 45-year-old secret seasoning and deep flavors. The brand has inherited the secret recipe of 'Haman Galbi', a 'Baeknyeongaegae' establishment in Changwon, Gyeongnam, and has reinterpreted it in a modern way to develop menus that can be enjoyed at the department store.

In addition to a variety of hot pot dishes such as Baeknyeonjeongol and Nakgopsae Jeongol, the restaurant offers a diverse menu including Stir-fried Octopus, Stir-fried Octopus and Shrimp, Spicy Galbi Jjim, and Galbitang. Freshly made meal kits, prepared daily with fresh ingredients, are also available for purchase.

The dessert specialty brand 'Seoro Gelato' offers more than 50 types of gelato ice cream with minimized sugar content. The gelato is made in-store using a HACCP-certified production process and staff with national technical certifications, ensuring freshness and hygiene. New menu items, such as beverages and bingsu that pair well with gelato, are also being introduced.

'Pool & Fresh' is a sushi and sashimi specialty brand, offering a wide variety of premium sashimi dishes such as tuna, flounder, and salmon, as well as sushi including flounder, salmon, shrimp, and futomaki, all prepared by Japanese cuisine chefs using fresh ingredients delivered daily.

Lotte Department Store Dongnae branch has seen a steady increase in restaurant visitors in recent years, with more than 36,000 new households moving into the surrounding area. From January to July this year, F&B sales at the Dongnae branch increased by more than 5%, while sales of fresh foods, wine, bakery items, and meat products rose by nearly 10%.

Additionally, the store is currently undergoing major renovations of its existing fitness facilities in collaboration with Resort People Co., Ltd., a high-end wellness lifestyle brand.

The branch plans to unveil the region's top-tier fitness space in the second half of this year and is currently recruiting pre-members. Efforts are being concentrated on establishing the largest integrated cultural complex in the Dongnae area.

Park Jingeun, head of the food team at Lotte Department Store Dongnae branch, stated, "With the new brands, we are creating a vibrant restaurant district where customers can enjoy Japanese, Korean, and dessert cuisines all in one place," adding, "We are focusing on attracting brands that introduce new trends."