Shinsegae Gangnam food hall draws 10 million visitors in first year after renovation

Shinsegae Department Store said Thursday that the food hall at its Gangnam branch has drawn a cumulative 10 million customers in the year since its renovation was completed.

The Gangnam branch finished renovating its food hall last August with the opening of a dedicated deli section, giving it the largest department store food hall in South Korea. The revamped space comprises Sweet Park, House of Shinsegae, Shinsegae Market and the deli section.

The deli section introduced food concepts from Japan, China, Vietnam and other countries, and expanded its live kitchen and made-to-order menu offerings. High-profile pop-up events helped establish it as the food hall's main draw.

Among the concepts that proved popular were Guo Mandu, a Shanghai-style mandu restaurant created in collaboration with chef Yeo Gyeong-rae; Seoyeon, a hansik brand by Kim Do-yoon, the owner-chef of a Michelin one-star restaurant; and Wasabi Green, a poke and salad shop by An Yu-seong, a designated master chef of Korea.

Shinsegae has lined up a series of events through Aug. 27. A "celebrity special" running Friday through Aug. 13 will feature kimbap influencer "Kimbap Daejang," who will present a samgyetang kimbap. "Morakjeolmi," a collaboration with influencer Waterparang — who has 210,000 followers — will sell freshly made injeolmi rice cakes. Trainer Yang Chi-seung's "Sarada Club" will introduce a protein sarada-bun.

A "restaurant special" runs from Aug. 14 through Aug. 20, featuring Jeonpo Myeongga, a Busan shop known for its red bean rice cakes, and Pizza Farm Beer, which went viral on social media for its American-style cheese sticks. A "chef special" follows from Aug. 21 through Aug. 27, with Chinese food brand Guo and chef Hwang Jin-seon — a contestant on Culinary Class Wars — presenting menbosa. Also on offer will be fresh cream rice cakes from a home-dining concept called Gori, and soy-glazed fried chicken jointly created by Chinese cuisine master chef Yeo Gyeong-ok and Finger Kick.

Exclusive new menu items are also in store. Guo Mandu will offer Shanghai-style tangbao, JS Garden Deli will present a lamb chop platter, and Blue Butterfly will launch three varieties of spicy chicken spring rolls. Individual brands will also run discount and gift promotions throughout the period.

Choi Won-jun, a senior vice president overseeing food and lifestyle at Shinsegae Department Store, said he hoped customers would "enjoy a rich culinary experience through the relay pop-ups, Gangnam-exclusive new menus and various benefits we have prepared to mark the first anniversary."