Premium Deli Specialty Zone Opens, Spanning 1,200 Pyeong
Collaboration with Top-Tier F&B Experts: "Premium Deli"
Debut of "Beton Kitchenette," "Godiva Crepe," and More
Shinsegae Gangnam Branch announced on the 25th that it has opened a premium deli specialty zone on the first basement floor, covering approximately 1,200 pyeong, thereby completing the largest food hall in the domestic department store industry with a total area of 6,000 pyeong.
Aerial view of the deli corner at Shinsegae Department Store Gangnam Branch. Provided by Shinsegae Department Store.
The Shinsegae Department Store Gangnam Branch has completed its fourth renovation, following the launch of "Sweet Park" in February last year, "House of Shinsegae" in June, and "Shinsegae Market" this past February. The combined operating area of the Gangnam Branch's food hall project over the past two years now totals 6,000 pyeong, making it the largest in Korea. The official opening date is set for the 29th.
The newly opened deli specialty zone consists of: ▲ a premium deli specialty area developed in collaboration with top-tier F&B experts in each field; ▲ a health specialty zone that offers health foods tailored to each customer's needs; and ▲ a traditional liquor specialty zone created in partnership with renowned breweries.
The premium deli specialty area goes beyond the typical ready-to-eat meals, presenting "a new world of deli" with meals comparable to those at upscale restaurants in various cuisines, including Asian, Korean, and Western. The Asian section is particularly notable for its detailed regional segmentation, bringing together local menus from Singapore, Thailand, China, Vietnam, and more. Visitors can enjoy popular dishes from major Asian travel destinations, such as "Windy Greenos," a Michelin Bib Gourmand restaurant featuring Singaporean recipes; "Nams Deli," which offers traditional Thai dishes; and "Guo Mandu," which collaborates with renowned Chinese chef Lee Kyungrae, known for his black-and-white cooking, to make Shanghai-style Shengjianbao dumplings fresh on site.
For the first time in Korea, the specialty zone is also introducing "open-run brands" from various regions. "Kyoto Onimaru," a famous Japanese onigiri shop where even locals in Kyoto, Nagoya, and Tokyo wait over an hour to eat, and "Blue Butterfly," a renowned healthy restaurant from Hanoi, Vietnam, are both opening their first Korean branches in this specialty zone.
In the Korean cuisine section, Michelin one-star chef Kim Doyoon, also known for his black-and-white cooking, is opening his noodle specialty brand "Seoyeon," and "Hwadon Jeomjeong," a charcoal-grilled pork rice bowl brand from the popular Jeju restaurant Sookseongdo, is also launching. The Western cuisine section expands beyond standard ready-to-eat meals, introducing a wide range of menu items reflecting the latest trends such as superfoods and slow aging. "Vege Studio," Korea's first salad bar where customers can select seasonal vegetables to create their own salads, is opening, along with "Wasabi Green," a poke and salad specialty shop by renowned black-and-white chef Ahn Yoosung, making its debut.
The first store of the premium brand "Vecchia e Nuovo Gastro," which offers healthy gourmet dishes using European premium ingredients and local recipes, is also opening. With over 30 menu items, including high-end dipping sauces, salads, and sandwiches developed by chefs from luxury hotels, customers can experience flavors reminiscent of dining in Europe. "Beton Kitchenette," a salt bread specialty brand, is introducing new seasonal items, and "Godiva Crepe," a crepe shop by the Belgian premium chocolate brand Godiva, is also opening its first official store in Korea.
The health specialty zone is the industry's first curated store where customers can purchase products tailored to their specific needs. The "Health Specialty Zone," which sells health supplements, offers products for various situations such as sports, sleep, and stress, while the "Wellness Bar" serves beverages made with premium ingredients like theanine, colostrum protein, and low-molecular collagen.
The traditional liquor specialty zone collaborates with leading breweries from various regions, such as Jeonju Igangju and Moonbaeju Brewing Company, to showcase around 200 varieties of traditional liquors, including ultra-premium products worth tens of millions of won, highlighting the excellence of Korean alcohol. The store also features a diverse range of popular traditional liquors crafted by renowned artists, such as Apgujeong Makgeolli, Igin Apple Gin, Gyeongtakju, and BOONZA.
With the completion of this project, the Shinsegae Gangnam Branch food hall is expected to become not only Korea's top-tier food hall but also a "global gourmet destination." The food hall, now complete with the opening of the premium deli specialty zone, will expand to a total area of 10,000 pyeong together with the adjacent Central City Famille Station, offering a comprehensive collection of Korea's top restaurants and providing a space to experience the pinnacle of gourmet cuisine.
Choi Wonjun, Executive Director of Food at Shinsegae Department Store, stated, "The completion of the Shinsegae Gangnam Branch food hall is the result of over eight years of challenge and innovation, representing a symbolic achievement that has elevated Korea's culinary standards." He added, "Shinsegae Department Store will continue to deliver differentiated content and service innovation, offering unique value that only offline spaces can provide."
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