At 10 a.m. on the 13th, at the Homeplus Co. Gangseo store in Gangseo-gu, Seoul. The store entrance bustled with customers who came after hearing about the discount event. Tenants including Olive Young, Artbox, ABC-Mart, Baskin-Robbins, and Asung Daiso Co. were also greeting customers as usual with products on display. The familiar Homeplus Co. CM song echoed repeatedly through the store.
After a month of temporary closure, Homeplus Co., which officially reopened that day, was regaining its former look faster than expected. In the fruit and vegetable section, a variety of products were displayed, from domestic fruits such as watermelon, peach, tomato, apple, and pear to imported fruits such as banana and kiwi. In the meat section, pork and beef filled the shelves, including "Bomeokdae," a signature Homeplus Co. product.
Shelves for alcoholic beverages, which had been virtually empty, were also largely restocked. Soju, beer, and traditional liquors from major companies such as Hitejinro, Lotte Chilsung Beverage, Kooksoondang Brewery, and Seoul Jangsu were lined up. In the sauces and pastes section, most familiar brand products could be found, including Sempio, Chung Jung One, Haepyo, Sunchang, Haechandle, and Baeksul.
Private-brand (PB) products also had a strong presence throughout the store. PB products, priced up to nearly half less than those from general manufacturers, occupied a large share of the shelves.
However, there were gaps here and there to say the entire store had fully returned to normal. While the range of products had recovered considerably, many areas still lacked sufficient quantities. In the sauces/pastes and frozen foods sections, products were placed only in the first one or two rows at the front, leaving the back empty, and employees frequently pulled remaining items forward to fill the gaps.
In the snack section, major manufacturers such as Crown Confectionery, Haitai Confectionery, Lotte Wellfood, and Nongshim had all returned, but only each company's flagship items were displayed, such as Homerun Ball, Oh Yes, Mon Cher, and Shrimp Cracker. In the alcohol section, imported spirits such as whisky were hard to find. Only three types of wine were placed, and Pringles took over the remaining shelf space. The large liquor specialty area that used to sell imported spirits had its lights off and had been converted into an apparel sales space.
Outside the food hall, the traces of the business pause were more evident. The internal escalator leading to the third floor, which had previously sold electronics, clothing, and miscellaneous goods, was blocked, and the electronics section was dark. On the fourth-floor restaurant level, only some outlets—such as Japanese, Chinese, and kalguksu—were operating.
On the 7th, at the soft opening, Homeplus Co.'s product receiving rate was about 30%. In just six days, supplies of key foods and daily essentials were largely restored, but the number of items and inventory had not yet returned to previous levels.
Homeplus Co. reopened 67 stores nationwide that had been temporarily closed and launched a large-scale discount event through the end of this month. It offered premium Korean beef, known as hanwoo, at up to 50% off, and starting on the 14th began selling the Dangdang fried chicken at half price, 3,490 won, to attract customers.
Political circles also lent support. Han Byeong-do, floor leader of the Democratic Party of Korea, and Shin Jang-sik, leader of the Rebuilding Korea Party, along with political and labor figures, visited the Gangseo store that day and held a "shopping campaign for Homeplus normalization." President Cho Ju-yeon of Homeplus Co. and Ahn Su-yong, head of the Homeplus branch of the mart workers' union, also delivered a joint labor-management message of coexistence and said they would work together for early normalization.
Early last month, the Seoul Bankruptcy Court decided to dismiss the rehabilitation process due to a shortage of operating funds. However, after Meritz Financial Group decided to provide 200 billion won in emergency debtor-in-possession (DIP) financing, the court canceled the dismissal on the 21st of last month. The deadline to approve the rehabilitation plan is Sept. 4, about 20 days away.
In resuming operations, Homeplus Co. is choosing a strategy similar to the U.S. grocery chain "Trader Joe's," reducing the number of items and focusing on PB and high-volume core products. With limited operating funds, the plan is to build shelves around fast-turning products rather than restoring the previous broad assortment all at once, thereby reducing inventory burdens and speeding up cash recovery.
Cho said, "Seeing so many people come today like when Homeplus Co. held discount events in the past makes me feel moved and grateful," adding, "We will continue working toward a full return to normal operations."