South Korean department stores refurbished to attract cashed-up MZ shoppers

Adidas at Hyundai DS Jungdong
Adidas at Hyundai DS Jungdong.

Department stores are undergoing renovations to attract the so-called MZ generation – encompassing the Millennials and Generation Z.

After its first renovation in 11 years, Hyundai Department Store’s Jungdong branch reopened the ‘U-Plex’ Fashion House on Wednesday in Bucheon, west of Seoul.

The store houses 130 domestic and international fashion brands popular among the MZ generation, including the Street Fashion Zone, where the top 10 most-popular fashion brands online are located.

The largest shopping mall dedicated to sportswear in the greater Seoul area opened on the department store’s fourth and fifth floors, featuring boutiques from Nike, Adidas, New Balance and 34 other sports brands.

MZ zone at Lotte department store
The MZ zone at Lotte department store.

Lotte Department Store Yeongdeungpo Branch also redesigned its floor space by filling the first and second floors with brands popular among the MZ generation. Cosmetics brands, originally located on the first floor, have been moved to the third floor.

Shinsegae Department Store Yeongdeungpo Branch also completed renovations to attract younger customers.

Images: Hyundai Department Store / Lotte Department Store /

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