Shinsegae focuses on MZ generation for Starfield Suwon

Shinsegae Group Vice Chairman Chung Yong-jin visits to the Starfield Suwon construction site. [Courtesy of Shinsegae Group]

Shinsegae Group Vice Chairman Chung Yong-jin kicked 2024 off with a visit to the Starfield Suwon construction site, where finishing touches are in full swing. The choice of Starfield Suwon as the first on-site management inspection of the year is in line with the corporate philosophy of finding answers via customer interactions and on-site activities during challenging times, Shinsegae Group said on Monday.

Chung arrived at Starfield Suwon around noon on Monday and spent about two hours exploring various areas of the site. Starfield Suwon, which is slated to open at the end of January 2024, represents the evolution from the family-centric 1st generation Starfield to the MZ generation-focused Starfield 2.0. It is the fifth Starfield following the openings of Starfield Hanam in 2016, and the sites in Coexmall, Goyang, and Anseong.

“The MZ generation, who are the main target customers for Starfield Suwon, are more familiar with online shopping than offline. We need to provide them with unique experiences and services that they have never seen before,” Chung emphasized. He also called for thorough preparation to establish Starfield Suwon not just as the ‘Fifth Starfield’ but as the ‘First Starfield 2.0.’

Starfield Suwon has attracted trendy multi-brand stores and fashion brands to cater to the MZ generation. Notable establishments include ‘RAWROW,’ a multi-brand store encompassing fashion to camping and living, and ‘was here,’ a popular complex cultural space inspired by the historic American graffiti ‘Kilroy was here.’