Discovering and Nurturing Local Brands
Expanding Nationwide Sales Channels
Gwangju Shinsegae Co., Ltd. (CEO Lee Donghun) is celebrating its 30th anniversary this year.
Gwangju Shinsegae opened on August 25, 1995, with the goal of becoming "a company that makes customers happy." It was the first local department store in Korea to start as a local corporation under a major domestic distribution group in April 1995.
A customer is purchasing a spinach pizza at 'Barie' on the B1 floor of the Gwangju Shinsegae Main Building, which is leading mutual growth by hosting local brands. Photo by Gwangju Shinsegae
As the first store in the industry to expand into a provincial area, it drew attention by adopting a local corporation structure that pays taxes to the local government. This is also why its official name is "Gwangju Shinsegae" rather than "Shinsegae Department Store Gwangju Branch."
For the past 30 years since its opening, Gwangju Shinsegae has contributed to the local economy by creating jobs and expanding sales channels for local brands, fulfilling its role as a regional company committed to growing together with the community.
Additionally, through social contribution activities closely tied to the region-such as supporting underprivileged groups, nurturing local talent, running eco-friendly campaigns, and supporting local artists-Gwangju Shinsegae has fulfilled its social responsibilities as a local corporation and has pursued continuous growth with ESG management as its goal. As a result of these efforts to become a sustainable company, it has received an A grade for two consecutive years in the ESG evaluation by the Korea ESG Standards Institute.
Gwangju Shinsegae is recognized as a leading shopping and cultural space in the region, thanks to the introduction of various new brands and strong connections with the local community. As a local corporation, it actively supports the growth of local companies nationwide by helping them develop new markets and achieve mutual growth.
Unhyeongung, which has grown alongside Gwangju Shinsegae since its opening, is a prime example. Starting in Yangdong Market, Unhyeongung entered Gwangju Shinsegae in its early days and has since grown into Korea's top luxury bedding brand.
Spol, a local golf equipment brand, is also a model case of mutual growth. With high-quality golf products, Spol has successfully expanded nationwide, entering the Gangnam and Daegu branches of Shinsegae Department Store. Recently, its store on the 6th floor of the main building was renovated, offering customers a wider variety of golf products.
Furthermore, Hampyeong's Kitchen205 rose to national brand status after first entering Gwangju Shinsegae in 2021. Last year, Barie, a long-standing favorite on Chungjang-ro, also opened in the store, demonstrating Gwangju Shinsegae's commitment to growing alongside local brands. By bringing in local favorites like Yukgak Coffee, Gungjeon Bakery, Somaek Bakery, and Darda Gimbap, it is providing opportunities for these businesses to expand nationwide and establishing itself as a leading example of mutual growth.
Gwangju Shinsegae has consistently worked to foster a culture of social contribution. Since its opening, it has run a scholarship program to nurture local talent. To date, more than 3,000 people have received the "Local Talent Hope Scholarship," with total sponsorships reaching 3.5 billion KRW.
The "On-Site Training Program" for local university students, now in its fifth year, has been recognized as a model for mutual growth between local universities and businesses, as part of Gwangju Shinsegae's commitment to developing local talent as a local corporation.
The "Support for Children from Disadvantaged Backgrounds" program, run in partnership with ChildFund Korea, began in 2004 and has benefited a total of 840 children, with cumulative sponsorships amounting to 730 million KRW.
Social contribution activities involving employees are also noteworthy. Since 2017, the "Love S-BOX" program has provided customized meal packages to 100 households with disadvantaged children in the Seo-gu district.
Each year, 60 million KRW has been donated, totaling 360 million KRW in sponsorships. Notably, starting this year, employees are personally packing the boxes, adding extra meaning to the initiative. Other heartfelt social contribution activities, such as the "Love Kimchi-Making" and "Hope Santa Expedition," are also ongoing.
This year, for the first time, Gwangju Shinsegae collaborated with the Gwangju Environmental Movement Association to conduct eco-plogging and continues to carry out new ESG activities annually, including cleaning the area around the statue of Volunteer Leader Kim Taewon at Nongsung Square near Gwangju Shinsegae.
Gwangju Shinsegae is also at the forefront of "Mecenat" activities, where companies actively support culture and the arts. The company operates the Shinsegae Gallery on the first floor, making culture more accessible to the public. In particular, to mark its 30th anniversary this year, it is hosting the special exhibition "Street of Summer," focused on street art, until September 1.
The "Gwangju Shinsegae Art Festival," which serves as the first gateway for emerging local artists, is another highlight. As a major open call competition supporting the discovery and creative work of talented local artists, the top prize money has been increased by 5 million KRW this year, bringing the total prize for the grand prize winner to 20 million KRW including exhibition support, and 10 million KRW for emerging artists.
Gwangju Shinsegae has also sponsored the Gwangju Biennale every year since opening, without missing a single year. The total sponsorship amount has reached approximately 1.9 billion KRW.
Gwangju Shinsegae is striving to create new demand by attracting new fashion brands and F&B options for the MZ generation. In particular, it is providing a differentiated shopping environment by expanding customer amenities through store renovations that reflect the latest trends.
Last year, Gwangju Shinsegae brought Tiffany to the Honam region for the first time, and this year, it newly opened Fred, ushering in a wave of change. Place Spot (formerly the new annex), which debuted last year, has also become a hotspot for the MZ generation by bringing in a wide range of brands tailored to them.
Through various pop-up stores, Gwangju Shinsegae is offering local residents unique culinary experiences. The department store is being recognized as a new space that goes beyond shopping to offer enjoyable experiences.
In the F&B sector, the introduction of pop-ups such as Brushel Fry and Jangin Hangwa, as well as Bu Chang Bakery and Guo Mandu, has made the department store so popular that the term "ticketing" has been coined to describe the rush of visitors.
In this way, Gwangju Shinsegae is striving to create an attractive space that everyone wants to visit by hosting trendy pop-ups. Recently, new restaurants such as Master Miga by Chef Ahn Yooseong and the global American Chinese brand P.F. Chang's have opened, further establishing the department store as a meeting place.
On August 25, Lee Donghun, CEO of Gwangju Shinsegae, said, "Gwangju Shinsegae, which started as a local corporation and has grown thanks to the love and support of local residents, is celebrating its 30th anniversary this year. We will continue our unwavering efforts to solidify our status as the number one store in the region and a landmark of Gwangju."
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