The Hyundai Seoul in Yeouido emerges as must-visit place for foreign tourists

Foreign tourists are participating in a tour program in The Hyundai Seoul. [Courtesy of Hyundai Department Store]

The Hyundai Seoul, the largest shopping mall in Seoul, has become one of the city’s landmarks for foreign tourists, particularly for those in their 20s and 30s that account for 70 percent of the buyers in the group.

According to Hyundai Department Store Co. on Sunday, the number of nationalities of foreign visitors to The Hyundai Seoul has expanded to about 70 countries from about 30 countries earlier this year.

The countries have expanded to include those from Eastern Europe, South America, and the Middle East, in addition to Southeast Asia.

Foreign sales soared 779.7 percent in the first seven months of this year from the same period a year ago, which is more than double the average growth rate of the entire Hyundai Department Store chain during the same period at 302.2 percent.

In particular, sales surged 1,038 percent in March from a year ago and 1,093 percent in April as more foreigners travel after the pandemic.

Foreigners accounted for only 3~4 percent of the entire sales earlier this year but the sales share reached up to 12 percent in June and July.

“The Hyundai Seoul has positioned itself as a tourist attraction for young foreigners as they take photos and post them on their social media,” said an official from the department store. “One out of every 10 customers making purchases at The Hyundai Seoul is a non-Korean,” the official added.

By nationality, Japanese travelers ranked first in terms of sales growth in the first seven months of this year, followed by Taiwanese and Saudi Arabian travelers.

Foreign buyers were mainly in their 20s and 30s, accounting for 67 percent of the entire group. In July, foreigners in their 20s accounted for 34.3 percent, 30s 36.5 percent, and 40s 13.2 percent.

Hyundai Department Store said that it has introduced English tour programs and expanded dedicated concierge services since last month. It also recruited staff proficient in foreign languages to better serve the global customers.

The cumulative number of visitors to The Hyundai Seoul, in the meantime, has surpassed 100 million as of Friday on the back of a rise in the number of foreign visitors. The milestone comes two years and six months after its opening in February 2021.

It took 3 years for Lotte World Tower and Lotte World Mall to achieve the milestone, 5 years and 8 months for Shinsegae Centum City Department Store in Busan, and 4 years and 6 months for Incheon International Airport.

The Hyundai Seoul has attracted visitors by introducing about 320 pop-up stores across all sectors from fashion to music and video games over the past two years.

The store is also making efforts to attract renowned domestic and international brands, including Disney Store in September, Five Guys in October, and Louis Vuitton store later this year.