[Report] The Final Piece of the Ultra-Premium Food Hall Completed... A New World of Deli Delights for All Five Senses

The 6,000-Pyeong Food Hall Renewal Completed
Deli Specialty Section Reopens, Offering Premium Gourmet Experiences
A Gathering of Popular Restaurants Serving Western, Korean, and Asian Cuisine
Premium Strategy Draws Customers In
"We Aim

The delicious aroma wafting from the entrance and the dazzling lights were enough to captivate all the senses. On August 26, the basement level 1 of Shinsegae Department Store Gangnam Branch in Seoul was packed with customers lining up at every restaurant from early in the morning. With star chefs from the show "Black & White Chef" personally cooking and Michelin-starred restaurants available at reasonable prices, each store was experiencing an "opening run."

The deli specialty section, described as the "final puzzle piece" of the Shinsegae Department Store Gangnam Branch renewal, has completed construction and will reopen on August 29. Shinsegae Department Store Gangnam Branch has been undergoing phased renovations, aiming to present the largest department store food hall in Korea, spanning 6,000 pyeong (about 20,000 m³), equivalent to the size of three soccer fields. In February last year, it launched "Sweet Park" (about 1,600 pyeong), followed by "House of Shinsegae" (about 2,200 pyeong) in June, and "Shinsegae Market" (about 600 pyeong), which matches the title of the highest-end food hall, in February of this year.

The 'Betong Cheetsnet' store, newly launched by the salt bread specialty brand Betong. Even before opening, a long line of customers eager for the opening run is forming. Photo by Minji Lee.

The "Deli Specialty Section" is the final renewal menu at the Gangnam Branch. After about six months of construction since February, it is reopening with a scale of about 1,200 pyeong (about 4,000 m³). The deli specialty section is largely divided into three areas: the Premium Deli Specialty Section, the Traditional Liquor Specialty Section, and the Health Specialty Section.

The core is the "Premium Deli Specialty Section." True to its premium label, the section is filled with top-tier and high-end ready-to-eat meals that go beyond the typical convenience food level. There are Michelin-starred restaurants that require an opening run even overseas, as well as the first stores newly launched by chefs who gained fame through the Netflix variety show "Black & White Chef." Approximately 40 brands, including pop-up stores, are featured.

Appearance of Seoyeon, a noodle specialty restaurant. Chef Kim Doyun, wearing a headscarf, is cooking personally. Photo by Lee Minji.

The Premium Deli Specialty Section is divided into the Sweet Zone (desserts), Western Cuisine Zone, and Korean & Asian Cuisine Zone, in that order from the entrance. The Sweet Zone is placed next to the "Shinsegae Market" to encourage customers to pick up light snacks after shopping. To increase exposure and interest in Western cuisine, the Western Cuisine Zone is placed before the Korean and Asian Cuisine Zones.

At the center of the Western Cuisine Zone is Shinsegae Food's "Beccaria Enuvo Gastro" store. It offers 30 menu items, including salads and sandwiches, and is characterized by using healthy ingredients and making all sauces in-house.

In the Korean and Asian Cuisine Zones, you can find "Seoyeon," a noodle brand created by Michelin one-star restaurant owner-chef Kim Doyun, who appeared on "Black & White Chef," as well as "Nogatteokgalbi," "Kyoto Onimaru," a leading Japanese rice ball specialty store, and "Butterfly," a Vietnamese healthy food restaurant. On this day, customers could also watch the chefs they had seen on screen personally preparing food in the stores.

The interior of Shinsegae Food's 'Beccaria Enuvo Gastro' store. Provided by Shinsegae Department Store.

JS Garden Deli store view. You can take out dishes such as Mapo Tofu and Cream Shrimp in your desired portion size, priced between 5,000 and 10,000 won. There are seats available nearby where you can eat freshly made Jajangmyeon and other dishes on the spot. Photo by Minji Lee.

The prices of ready-to-eat meals were reasonable. Course meals that would normally cost over 100,000 won could be taken out for between 5,000 and 30,000 won. For example, at the premium Chinese restaurant brand "JS Garden," customers could select their desired Chinese dishes and purchase them for as little as 5,000 won or as much as 10,000 won, even without ordering a full course meal in the store.

Recently, department stores have been reducing deli specialty sections and expanding food halls (where customers can sit and order food). This is because the number of households taking food home has decreased as more couples are both working. However, Shinsegae Gangnam Branch focused on the deli specialty section, believing that there are many households in Seocho, Banpo, and Apgujeong that prefer home-cooked meals.

Kim Nakhyun, the buyer who oversaw the renewal of the Premium Deli Specialty Section, explained, "The premium value comes not just from attracting famous brands, but from bringing the actual recipes used in restaurants and recreating them as ready-to-eat meals. We paid special attention to the fact that many regular customers at the Gangnam Branch frequently visit the food hall to take food home."

Appearance of a health specialist. On the left, operating the 'Wellness Bar.' Photo by Minji Lee.

In the Health Specialty Section, Shinsegae Department Store showcased its differentiated capability with "hyper-personalized service." Instead of organizing products by brand, items are now arranged according to consumer health concerns such as sleep, stress, and sports. At the "Wellness Bar," customers can consume colostrum protein and low-molecular collagen in beverage form, rather than as pills.

In the Traditional Liquor Specialty Section, customers can compare competitive traditional liquors from across Korea in one place and choose drinks that suit their tastes. About 250 products are gathered here, including renowned traditional liquors such as Munbaejju and Igangju, as well as artist collaboration liquors like "Bunja" (Dynamic Duo's Choiza) and "Gyeongtakju" (Sung Sikyung), which were previously difficult to find offline. The most expensive liquor is "Haechang Daejanggyeong," priced at 20.5 million won. As an exclusive product at Shinsegae Department Store, a set including a 50-don gold cup is available for 50 million won.

Shinsegae Department Store aims to elevate the Gangnam Branch food hall into a "global gourmet station." By gathering all of Korea's top restaurants, they hope to offer the pinnacle of gourmet experiences. Choi Wonjun, Executive Director of Food at Shinsegae Department Store, stated, "The Shinsegae Gangnam Branch food hall is a symbolic achievement that has raised the level of gourmet cuisine in Korea. Moving forward, Shinsegae Department Store will continue to innovate with differentiated content and services, providing unique value that only offline spaces can offer."