Shinsegae Gangnam emerges as gourmet hotspot, wine haven

Panoramic view of ‘House of Shinsegae’. [Courtesy of Shinsegae Department Store]

The newly opened ‘House of Shinsegae’ at Shinsegae Department Store’s Gangnam branch has quickly established itself as a premier destination for food enthusiasts and wine aficionados. According to the department store on Thursday, the food hall within ‘House of Shinsegae’ has seen a remarkable 173 percent increase in sales compared to the previous year, following its opening on June 10th, 2024.

Despite having fewer brands and seats than the previous food hall, the extended operating hours (until 10 p.m.) and a significant increase in average transaction value (3.6 times higher per transaction) have helped drive this growth.

The food hall, located on the basement level, spans 1,820 square meters and has 262 seats, around half the typical seating density of other food halls and 33 percent fewer seats than the previous hall’s 390.

“We designed the space to allow customers to dine leisurely rather than maximizing seat turnover, which has positively impacted sales,” a Shinsegae official explained.

The food hall also boasts competitive new restaurants, including Kikukawa, Kim Susa, and Mido Hanwoo Hambak Steak. Extending business hours to 10 p.m. proved successful, with half of the daily sales occurring after 5 p.m. to make evening dining a peak time. Previously, post-5 p.m. sales accounted for just a quarter of the daily total in the old food hall.

Beyond serving as a convenient dining spot for shoppers, the food hall has become a major draw for the department store, functioning as an “anchor content.” It has become so popular that it sees daily “open runs,” with some restaurants fully booked a month in advance. The food hall’s customer-related purchase rate (the percentage of customers who also bought other products) hit 82 percent over the past month, and related sales increased by 21 percent compared to the same period in 2023, boosting overall performance at the Gangnam branch.

The ‘Wine Cellar’ at House of Shinsegae, featuring over 5,000 premium bottles, has also earned acclaim as a ‘textbook of wine,’ solidifying its reputation among wine lovers. Recognizing the maturing Korean wine market and its increasingly sophisticated consumer tastes, Shinsegae Department Store has created a specialized ‘fine wine’ shop, the first of its kind in the domestic retail industry.