On the morning of the 4th at Yeouido Hangang Park in Yeongdeungpo District, Seoul. Near the Mulbit Stage plaza, a representative gathering spot for "running crews," a large two-story CU convenience store decorated with an interior highlighting purple and light green caught the eye. In the outdoor space, cooking equipment and various tables were set up so people could enjoy "Hangang ramen," and inside, design elements shaped like start and finish lines were placed throughout, creating a dynamic atmosphere.
Opened on the 3rd, this is a convenience store CU created with a "Running Station" concept. It was built as a complex platform-type store that combines various running amenities and professional gear with rest, experiences, and community functions. The area, including the first and second floors, totals 32 pyeong (about 106㎡).
Outside on the first floor were unmanned lockers for storing belongings before and after runs. Various running items—such as energy gels and vitamins, knee supports, disposable towels, and sunscreen—were displayed in the easily accessible outdoor area.
The second floor was created as a running culture space that combines rest, experiences, and community features. It includes changing rooms, a lounge, and a powder room, along with a photo zone for taking "running proof shots." A tattoo kiosk and an experiential space in collaboration with sports brands were also set up.
CU pushed to establish a running-specialized store near the Han River because data confirmed visit demand from the running population. In January this year, CU piloted Running Stations at three stores across the Han River area—Yeouido, Banpo, and Jamsil—by installing lockers and changing rooms. As a result, visitors increased, boosting related sales such as beverages, ready-to-eat meals, and ramen by more than 20%.
Starting with this store, CU plans to sequentially expand 18 stores near Hangang Park—including Magok, Mangwon, Yeouido, Banpo, Jamsil, and Ttukseom—into Running Stations to build a running hub network centered on the Han River belt.
Running Station stores are part of CU's store differentiation strategy rolled out in recent years. The approach is to rearrange products and add experiential elements to fit the purpose of visits and customer segments in each commercial district.
CU's store differentiation strategy began in 2023. At that time, CU opened a "Ramen Library" store in the Hongdae area, which has heavy foot traffic from foreign tourists, applying a ramen library concept. Tables in the store are shaped like cup ramen, and one entire wall is dedicated to ramen displays. CU is expanding the Ramen Library store model to major hubs nationwide.
In 2024, it opened a "Snack & Ramen Library" in Terminal 2 of Incheon International Airport, showcasing a store that aggregates domestic and international snacks on a large scale. In Myeong-dong, it is also operating a specialized convenience store targeting foreign tourists by strengthening K-food products and adding conveniences such as guidance in four languages and kiosks for foreign currency exchange and prepaid cards.
Last month, CU also opened a differentiated store, "CU Seongsu Dessert Park," in Seongsu-dong, Seongdong District, Seoul, with desserts as the core theme. A defining feature is the "DIY (Do It Yourself) zone," equipped with an oven-type air fryer, a whipped cream dispenser, and various toppings, enabling customers to make desserts to their liking.
CU is making the expansion of medium- to large-sized stores a core pillar of this year's management strategy. By using stores larger than 30 pyeong as regional hubs to accelerate the rollout of differentiated products and specialized formats, and by conducting tailored marketing for key customer groups, it aims to increase sales and revenue.
CU is also pursuing the most aggressive new-store strategy in the domestic convenience store industry. Net store additions over the past three years total 1,924, with 975 in 2023, 696 in 2024, and 253 in 2025. This year, CU plans to open about 1,300 new stores, streamline around 1,000 inefficient stores, and target a net increase of 300. Newly opened stores last year are delivering clear results, with their average daily sales rising 6.4% compared with new stores in 2024.
A CU official said, "Competition across the convenience store sector to differentiate product assortments is already intense," adding, "CU's specialized stores are attempts to differentiate the stores themselves by introducing experiential elements, not just products."