The Story Behind Busan Sesame Oil Entering Amazon... Shinsegae Centum City Receives Commendation from Busan Mayor

ESG Management in Collaboration with the Local Community,
Selected as the Best Company for Local Contribution
Diverse Corporate and Local Government Partnerships,
A Launchpad for Local Brands

#. Thanks to Dongbaek Sanghoe, Busan sesame oil has entered Amazon. Over the past 17 years since opening, more than 2 billion won in scholarships have been provided to the local community. The project to create a 6,000-pyeong marine ecological forest is nearing completion. These are just a few examples of a department store's contributions to the local community.

Shinsegae Centum City recently received a commendation from the Mayor of Busan in recognition of its contributions to revitalizing the local economy.

Shinsegae Centum City has been selected as the "Best Company" for four consecutive years in the "Busan City Local Contribution Assessment," which comprehensively evaluates public interest projects by large retailers, win-win cooperation, and the rate of local company participation. The company has been awarded again following its recognition in 2023.

Shinsegae Centum City.

Since its opening in 2009, Centum City has continued its scholarship program to foster local talent. The cumulative amount of scholarships over the past 17 years has exceeded 2 billion won. In recognition of these efforts, the company has received the "Education Mecenat Tower" award every year, which is given to organizations that contribute to the spread of educational donation culture.

In the environmental sector, the company is working with Busan City on the "Marine Ecological Forest Creation Project." Launched in 2024, this project is set to be completed in April and involves establishing a seagrass habitat across 2 hectares (about 6,000 pyeong) near Woljeon Port in Gijang. This regionally specialized social contribution project aims to achieve carbon neutrality and preserve the marine ecosystem, and the company has also received a commendation from the Mayor of Busan for its contributions to fisheries policy initiatives.

Additionally, the company utilizes the Central Plaza as a space for social contribution, hosting events such as the Busan Fashion Market, Donghaeng Festival, and Youth Filling Market in collaboration with Busan City and Haeundae District Office. These events provide local small business owners with free venues to expand their sales channels. Last year, more than 120 local companies participated in seven such events.

Other ongoing social contribution activities include the Santa Expedition donation campaign, kimchi-sharing events, blood drives, and support for families in need.

Dongbaek Sanghoe, located in the Hyperground on the second basement level of Centum City, is also considered a prime example of mutual growth. Dongbaek Sanghoe opened in 2023 as the first public-private partnership project with Busan City, marking the first time a local government brand has officially entered a department store in the industry.

Shinsegae Centum City does not charge entry fees or management fees to brands entering Dongbaek Sanghoe, providing them with space free of charge. To date, more than 100 brands and about 500 products have been showcased, helping local small and medium-sized businesses secure sales channels and raise brand awareness.

Dongbaek Sanghoe located in Shinsegae Centum City.

Through a product evaluation meeting involving Shinsegae's professional staff, competitive brands are selected, and ongoing support is provided, including in-store advertising. Thanks to this support, Dongbaek Sanghoe achieved its highest-ever performance last year, with average monthly sales increasing by about 300% compared to the initial period.

Following its entry into Dongbaek Sanghoe, the sesame oil specialty brand Daehyeon Sanghoe entered Amazon and expanded into overseas markets, while Yeongdo's Cafe 385 won an award at the Coffee Cups Awards.

A Shinsegae Centum City representative stated, "We will fulfill our corporate social responsibility through various ESG management activities," adding, "As a leading shopping and tourism hub in Busan, we will continue to work towards revitalizing the local economy by attracting visitors from outside the region."