Convenience store 7-Eleven said on the 9th that it introduced its New Wave stores in the Yeongnam and Honam regions for the first time by opening "New Wave the Haeundae" in Busan and "New Wave the Gwangju" in Gwangju earlier this month.
The two stores that opened this time go beyond simple new openings and serve as "reference stores (Reference Store)" where local franchisees and prospective franchisees can directly check the New Wave platform's operating method, product lineup, space design, and customer-drawing effects. Based on this, 7-Eleven plans to lay the groundwork to expand New Wave stores in the Yeongnam and Honam regions.
New Wave the Haeundae is located on the first floor of the residential hotel complex "Hillstate Haeundae Central" near Haeundae Beach. About 90% of visitors are foreign tourists, so the product lineup focuses on overseas tourist demand.
It also introduced products that reflect local color. Leveraging Haeundae's tourist appeal, it produced and sells three exclusive "Haeundae T-shirts," and it also exclusively sells two varieties of "Maeryo makgeolli" from Busan brewery "Gidarim."
New Wave the Gwangju opened in a busy district near the Gwangju High-Tech National Industrial Complex. Located in a mixed commercial area dense with schools, tech parks, and public institutions, it increased the range of ready-to-eat meals and bakery items in view of strong inflows of college students and office workers.
The Gwangju store also created a zone specialized for Honam-based local liquor company Bohae Brewery, prominently featuring Ipsaeju, Bohae Bokbunja-ju, Gomagraje, Bokbunen Brother Hongyeon, and Sunhui makgeolli.
7-Eleven began with "New Wave Origin" in 2024 and went on to unveil the Daejeon Dunsan, Jonggak, and Myeong-dong stores in succession. It currently operates 16 New Wave stores nationwide.
Lee Dong-eun, head of regional operations at 7-Eleven, said, "With New Wave, which adds local color to a diverse product lineup and modern design—from food, the core and foundation of convenience stores, to emerging content like fashion and beauty—we plan to offer local residents a new experience of consuming space."