Shinsegae Department Store recently announced that it will change the name of its main store in Hoehyeondong to English. The main building will be named 'The Reserve,' and the new building will be named 'The Estate.' Additionally, the luxury store 'The Heritage' is also set to open.
This name change is being carried out in conjunction with the site consolidation project of the main store. The plan is to remodel the former Jeil Bank main branch in March while expanding the current main and new buildings into three buildings, changing their names in the process.
'The Heritage' will primarily operate luxury brand stores, and a 'Trinity Lounge' exclusive for top-tier customers will also be established there. 'The Reserve' and 'The Estate' will revise their merchandise composition, and VIP lounges for important customers will be located in each building.
According to industry sources on the 13th, this is part of Jeong Yu-kyung's project to achieve 10 trillion won in sales by 2030. The strategy is to increase the department store's area and strengthen luxury brands to enhance the attraction of VIP customers and maximize sales. Additionally, Shinsegae Department Store has expressed its intention to emphasize its global premium image through this name change.
However, some consumers are expressing criticism, stating that it is 'confusing' and 'rather tacky.' They note that the English names, which are not intuitively understood, lack clear meaning and do not stick in the mouth compared to the main and new buildings.
There are also concerns that the existing Korean names have lost their identity and accessibility. The name 'Shinsegae Main Building' itself may dilute its symbolism. The Shinsegae Main Building is Korea's first department store, which opened in 1930 as the Mitsukoshi department store's Gyeongseong branch.
Since its rebirth as Shinsegae in 1963, it has occupied an important position in the history of the Korean retail industry. It is a landmark in Myeongdong that blends modern architectural style with contemporary sensibilities, and the department store building itself is designated as a cultural heritage site by Seoul City. Some argue that weakening this traditional color through unnecessary English rebranding reflects a misjudgment by Shinsegae.
Such excessive use of English is noted as a chronic issue not only for Shinsegae but also for the retail industry. The layer names and signage at The Hyundai Seoul in Yeouido are representative examples. The names are all in English, making intuitive comprehension difficult. For instance, the basement level 2 is called 'Creative Ground,' where fashion and lifestyle stores, as well as food and beverage shops, are located. Hanwha Galleria also refers to its food hall as 'Gourmet 494.'
Some express concerns that the excessive use of English by corporations could lead to various problems. Particularly for those not familiar with English, it may hinder information delivery or cause confusion. Elderly individuals or certain consumer groups may find it difficult to understand English names, making service usage inconvenient.
Voices within the retail industry are calling for a reduction in excessive English usage. An industry insider noted, 'Just throwing in appealing English words like apartment names does not automatically confer prestige,' adding, 'Instead, it can become a target of ridicule, while changes in the thoughts of decision-makers tend to lag behind consumers.'