Hyundai Outlet Dongdaemun is launching its first large-scale renovation since opening. The strategy is to significantly bolster K-fashion and food and beverage (F&B) content in line with the rise in foreign tourists.
Hyundai Department Store said on the 2nd it will push a renovation to bring in more than 60 new domestic and international brands in fashion, beauty, and food at Hyundai Outlet Dongdaemun. It is the first renovation since Hyundai Outlet Dongdaemun opened in 2016.
The renovation will proceed in stages through the end of the year across four floors, from the food hall on basement level two to the second floor above ground. The revamped area will span about 14,800 square meters (about 4,500 pyeong).
The food hall on basement level two, set to open in September, will be revamped with a traditional market alley concept. About 30 domestic and international food and beverage brands are slated to open, including Korean eateries such as "Apgujeong Doseulbak" and "Gwanghwamun Mijin," as well as "Terarosa," "Ekinomae," and "Cuchara."
Basement level one will be transformed into a "K-fashion specialty hall" centered on domestic fashion brands. More than half of all tenants will be Korean fashion brands, and starting in August, about 10 brands including "HAGO HAUS" and "Loeuvre" will roll out in stages.
On the second floor above ground, Hyundai Home Shopping's beauty select shop "Coasis" and a pharmacy-style health and beauty (H&B) store will open. Targeting late-night shopping demand, midnight operations by hot pot specialty restaurant "Yongga Huoguo" are also under review.
Services for foreign customers will also be expanded. Within the year, the global service lounge on basement level one will be expanded to offer tax refunds and currency exchange, and foreigner-only kiosks will be introduced.
Hyundai Outlet Dongdaemun moved to renovate because foreign customers are growing rapidly. From January to May this year, foreign sales at Hyundai Outlet Dongdaemun jumped 122% from the same period a year earlier. Foreign customers account for 23.7% of total sales.
A Hyundai Department Store official said, "Dongdaemun is drawing attention as a stay-type tourist destination to experience everyday life in Korea, beyond being a simple shopping district," adding, "We plan to nurture Hyundai Outlet Dongdaemun into a shopping landmark representing Seoul."