This product is available only at the Gangnam location.

On the 27th, at the Shinsegae Department Store, Gangnam Point, B1 floor, the supermarket with a sign in Chinese reading 'Shinsegae Food Hall' exuded luxury from the entrance. The grand chandelier and natural wood interior, along with mirror decorations reflecting the passage of time, made one feel as if they were visiting a European department store's food hall.

This place is the third space introduced after the dessert specialty area 'Sweet Park' and the gourmet space 'House of Shinsegae,' which opened last year. The official name is 'Shinsegae Market.'

Since the Gangnam Point opened in 2009, this is the first renewal of a supermarket, covering the largest area among department stores in Seoul at 1,980 square meters (about 600 pyeong). Notably, it draws attention as the first project of Jeong Yu-kyeong, the chairman of Shinsegae, who was promoted last October. According to industry sources, Shinsegae is reported to have invested over 30 billion won in the renovation of the Gangnam Point Shinsegae Market.

On the 27th, a meat expert is preparing beef in the meat corner of Shinsegae Market at Shinsegae Department Store, Gangnam. /Courtesy of Kim Eun-young.

◇Shinsegae Market embodies premium gastronomy

Shinsegae Market offers a wide range of food items, from seasonal ingredients to caviar, truffles, and foie gras, known as the 'three great delicacies of the world.' The store is divided into three main areas: ▲ fresh food ▲ premium home-cooked specialty area ▲ grocery.

Particularly focused on high-end ingredients, it attracted attention by providing a 'customized service' that consumers desire. For example, cheese can be packaged on-site in the amount needed. This location is the first in the domestic distribution sector to sell packaged cheese since the revision of food hygiene law enforcement regulations that allowed cheese packaging last year. A representative from Shinsegae explained, "Although cheese packaging is allowed, there were no detailed guidelines established, so we created the store after consulting with the Ministry of Food and Drug Safety."

On the 27th, the checkout counter at Shinsegae Market in Shinsegae Department Store, Gangnam, catches the eye with its luxurious interior. /Courtesy of Kim Eun-young.

Rare grocery items that cannot be found elsewhere were abundant. In the case of coffee, it showcased famous brands of beans and coffee that are not available in Korea, including brands from Australia and Japan. On this day, to coincide with the opening of Shinsegae Market, representatives and baristas from the top three coffee brands in Australia, 'Market Lane Coffee,' came to Korea to prepare coffee on-site.

In the fruit gift corner, a fruit sommelier is stationed to suggest the best products. At the 'Fermentation Warehouse' operated by the Shinsegae Korean Cuisine Research Institute, customers can have stock made with the ingredients they desire, and at the rice sales booth, a rice sommelier prepares rice cakes on the spot using freshly milled rice. The side dish section features the side dish brand 'Dawn Bell' presented by Chef Jo Seo-hyung (Director General of Josa), who appeared on the Netflix show 'Baker's Dozen.' Care meals for diabetic patients were also offered.

The domestic first store of the French bakery brand 'Bo & Mie,' which is imported and operated by Shinsegae Food, has also opened. The intent is to address segmented culinary demands.

On the 27th, the fruit stand at Shinsegae Market in Shinsegae Department Store, Gangnam, showcases top-quality fruits sourced from 11 designated producing areas. /Courtesy of Kim Eun-young.

◇Annual transaction amount of 3 trillion, the next for the top department store is 'food'

Shinsegae Gangnam Point surpassed an annual transaction amount of 3 trillion won last year, marking the first record for a single department store in Korea. This year, the plan is to maintain the status of the top department store through the largest department store food hall. Following Shinsegae Market, plans are underway to revamp deli and health food stores this second half of the year to complete the country's largest food hall, spanning 20,000 square meters (about 6,000 pyeong), the size of three soccer fields.

The reason Shinsegae is focusing on the food hall is that the proportion of food in department store sales is steadily increasing. In particular, supermarkets have a higher associated purchase rate with luxury goods than other products, and the proportion of VIP customers is significant, making it effective for boosting sales. In the case of the Gangnam Point, supermarket VIP sales accounted for 70%, larger than luxury goods (42%), men’s and women’s clothing (33%), and lifestyle genres (41%).

On the 27th, in the coffee corner of Shinsegae Market at Shinsegae Department Store, Gangnam, a barista from Australia's top three coffee brands, Market Lane Coffee, is preparing coffee. /Courtesy of Kim Eun-young.

Thus, Shinsegae Market provides services such as refrigerating and freezing the shopping baskets of VIP customers who hold Black Diamond status until shopping is complete, porter services that carry their bags to the valet lounge, and exclusive checkouts.

Kim Seon-jin, the director of Shinsegae Department Store, Gangnam Point (Vice President), noted, "We are opening Shinsegae Market, which will set a new standard for food halls, following 'Sweet Park,' which opened the world of desserts, and 'House of Shinsegae,' a high-end space where gastronomy, shopping, and art come together, stating, 'In the food genre, we will solidify our ultra-competitive edge in response to premium demand in the district and the status of a global department store.'"