September 19, Basement Level 1 of Centum City Mall
Reborn with Sports, Young Fashion, and Character (IP) Content
Super IP Hello Kitty Cafe and Urban Casual Enhanced
Strengthening Circulation Between Mall and Department Store
Busan Welcomes 3 Million Foreign Tourists
Playing a Key Role in Boosting Busan’s Tourism Industry
Shinsegae Centum City, boasting the world’s largest scale, has achieved the top regional sales and ranked third nationwide. Now, it is transforming once again to establish itself as a global shopping landmark.
The space within Centum City Mall that previously operated as a duty-free store has been converted into a department store, with Basement Level 1 newly unveiled.
Following the launch of an 800-pyeong (approximately 2,650 square meters) specialty sports shoe section in December last year, a new store spanning 1,900 pyeong (approximately 6,280 square meters)-equivalent to an entire floor of a mid-to-large-sized store-has now opened.
Through this renovation, IP content stores such as the 'Hello Kitty Apple Cafe'-a rare sight in Busan-and the Naver Webtoon-based merchandise shop 'X Square' have established a significant presence. Over 20 new brands, including 'EE Place' featuring global brands like Stussy and Supreme, and the premium gym wear brand 'Born to Win', have also opened, actively targeting Millennials & Gen Z customers.
With this large-scale expansion, the circulation flow between Centum City Mall and the department store has been strengthened, raising expectations for synergistic sales effects. The mall is differentiated as a family-oriented destination, while the department store focuses on global luxury brands and Millennials & Gen Z with concepts like 'Hyperground', positioning both spaces for complementary growth.
Shinsegae Centum City is the only regional store to have achieved over 2 trillion won in transactions for two consecutive years. With a robust lineup of luxury brands and a steady influx of trendy brands, the store continues customer-tailored renovations, solidifying its status as a global landmark beyond a national flagship store.
▲ Enhanced Competitiveness with Powerful 'IP Content' Fandoms
Notably, the 'Hello Kitty Apple Cafe', the first of its kind in Busan, has opened its doors.
The entire store is decorated with a Hello Kitty theme, creating an immersive character world centered on beverages, desserts, and gift items. Signature products include mascot dolls (three types, 18,000 won each), Apple Crumb Strawberry Blended (8,500 won), and Vanilla Mousse Cake (18,000 won).
In line with the Millennials & Gen Z consumer trend that values individuality and personal taste, 'X Square' brings together popular subculture IP merchandise, including Naver Webtoon IPs, for the first time in Korea.
It is the first offline retailer of merchandise from the popular Naver Webtoon 'Return of the Mount Hua Sect', and also offers products based on various webtoons such as 'Maru is a Puppy' and 'Garbage Time'. Additionally, the store features popular overseas IP products, providing customers with a broader range of choices.
Other new entrants include global IP brand 'Miniso Friends' (to open soon), lifestyle brand Deus Ex Machina, and trendy eyewear brand 'Alo'. Existing brands such as Ugg, Lush, Umbro, and Dr. Martens have also undergone renovations.
To celebrate the revamped sports and young fashion sections, a variety of benefits are being offered. At the Hello Kitty Apple Cafe, customers who purchase from the gift shop receive a Hello Kitty Apple Cafe sticker. At X Square, customers who spend over 200,000 won receive a random figure (limited to 500 pieces). Born to Win offers exclusive collaborations with Shinsegae, including T-shirts (59,000 won) and Bermuda shorts (89,000 won).
In the pop-up space, a pop-up store for the 174-year-old American lifestyle wear brand 'Fruit of the Loom' will operate until October 2. Products such as T-shirts, backpacks, and crew socks are available, and customers can receive a logo eco-bag (limited to 50 pieces) or a mug (limited to 50 pieces) depending on their purchase amount.
▲ From Top-Tier Luxury and K-Brands to Family-Oriented Tenants, Evolving into a Global Shopping Hub
Shinsegae Department Store Centum City is packed with global luxury brands and fashion labels that appeal to younger generations. It also features family-oriented tenants such as the children’s job experience theme park KidZania, Spa Land, and an ice rink, making it Korea’s premier shopping destination.
Upon opening, the department store became the first to simultaneously house the 'Big Three' luxury brands-Hermes, Louis Vuitton, and Chanel. Other top-tier global luxury brands such as Goyard, Van Cleef & Arpels, Tom Ford, Celine, and Chrome Hearts have also opened, establishing unrivaled brand competitiveness. This year, the luxury lineup was further strengthened with the addition of Prada (menswear), Boucheron, and Buccellati (opening September 25).
Since 2023, the store has targeted customers in their 20s and 30s by introducing 'Hyperground' and a 'New Contemporary Specialty Hall', attracting a wide range of K-fashion and beauty brands. It continues to evolve by bringing in new brands such as 'Cardinal Red', 'Yumer', 'Pop Mart', and 'Budi Mudra'.
Successful attraction of K-brands has led to a marked increase in foreign customers. In fact, foreign sales at Centum City Store more than doubled from January to August this year compared to the previous year, drawing more international visitors. In response, Centum City Store has strengthened its lineup of brands favored by foreigners, such as Tamburins and Gentle Monster, and has expanded its immediate tax refund stores fourfold year-on-year to over 100 stores.
According to Busan City, the number of foreign tourists visiting Busan this year is expected to exceed 3 million. Centum City is playing a pivotal role as a shopping tourism resource in the Busan area, attracting tourists along with the region’s marine infrastructure.
Park Soonmin, Store Manager of Shinsegae Centum City, stated, "We are writing a new chapter in history with innovative spaces and differentiated content that break the mold of traditional department stores. By presenting a unique shopping space encompassing sports, fashion, and IP, we aim to become a Northeast Asian tourism hub sought after by both Busan citizens and domestic and international tourists."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
