Shinsegae Department Store’s newly opened dessert specialty zone, “Sweet Park,” has become a sensation. (Image courtesy of Yonhap)
SEOUL, Feb. 20 (Korea Bizwire) – Shinsegae Department Store’s newly opened dessert specialty zone, “Sweet Park,” at its Gangnam branch, has become a sensation, attracting 100,000 visitors during its first weekend alone.
Since its launch on February 15, dessert sales at the Gangnam branch surged by 204% compared to the same period last year, from February 16 to 18, contributing to a 30% overall increase in the branch’s sales.
Undergoing its first food hall renovation in 15 years, Shinsegae has chosen Sweet Park as the inaugural space to showcase its revamped offerings.
Sweet Park brings together an array of desserts, from internationally acclaimed treats previously available only abroad to traditional Korean confections and heritage bakery shops, all under the banner of ‘K-Desserts’.
Spanning over 5,300 square meters, Sweet Park features 43 renowned dessert brands from Korea and around the world. Notable among them are Belgium’s royal chocolate brand Pierre Marcolini, Paris’s popular bakery Mille & Un, and Japan’s pie dessert specialist Gariguette, all making their debut in Korea at this venue.
The excitement was palpable from day one, with long queues forming for these much-anticipated stores. Popular items from specialty shops like Shoto and Kitchen 205, known for their shortcakes and strawberry cakes respectively, sold out quickly.
The Chef’s Stage, a curated shop featuring top Korean patissiers, and J’Aime Blanc Bakery, a leading local bakery, also saw significant foot traffic.
Even popup stores like Choryang Ondang and Seulji Bakery witnessed lines forming up to an hour before opening, extending into adjacent corridors.
Following Sweet Park, Shinsegae plans to sequentially open a wine specialty store and a premium food hall, aiming to complete the largest food hall in Korea, spanning close to 20,000 square meters, by the first half of next year.
Shinsegae anticipates that enhancing the food hall, traditionally seen as a resilient segment even during economic downturns and known to drive related purchases, will significantly contribute to the overall growth of the Gangnam branch.
Lina Jang (linajang@koreabizwire.com)
