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Shinsegae Department Store Gangnam branch.

Shinsegae Department Store will strengthen its global brand lineup by continuously attracting popular overseas food, beverage, and lifestyle brands to its Gangnam branch.

According to the retail industry on the 24th, a total of six new brands are scheduled to open sequentially by the second half of this year at Sweet Park, located on the first basement floor of Shinsegae Department Store Gangnam branch in Seocho-gu, Seoul.

The first brand to open is I'm Donut, a Japanese cream-filled donut specialty shop, which is scheduled to open at the end of this month. The Shinsegae Gangnam branch will be its third location in South Korea, following the openings of its Seongsu and Hongdae branches, which successfully captured consumer attention.

In July, a Pompompurin Cafe utilizing characters from Japan's Sanrio will open, showcasing a variety of menus and merchandise themed around Pompompurin.

During the same month, Van Leeuwen Ice Cream, a premium American ice cream brand, will also meet South Korean customers for the first time.

CHAGEE, a Chinese milk tea brand, is scheduled to open in the second half of this year. CHAGEE is rapidly growing its presence in the milk tea market, currently operating six stores in South Korea, including locations at Gangnam Station, Yongsan I'Park Mall, and Seoul City Hall.

Chipotle Mexican Grill, an American Mexican food chain, is also reportedly preparing to open a location. Chipotle will be situated adjacent to Five Guys, a hamburger brand currently operating in the department store. Chipotle is also preparing to open another location in a building right next to Five Guys near Gangnam Station.

Industry insiders expect that the sequential openings of trending domestic and international brands like I'm Donut, Chipotle, and CHAGEE will further enhance Sweet Park's ability to attract crowds. In particular, this move is expected to accelerate Shinsegae Department Store's strategy to cultivate its Gangnam branch into a differentiated culinary content space by continuously securing global food and beverage brands.

Meanwhile, Marimekko, a Finnish lifestyle brand, will also officially open a new store in July. Marimekko previously operated pop-up stores at Shinsegae Gangnam branch in 2019 and 2024, and this time, it will meet consumers in the form of a permanent brick-and-mortar store.

                                                                                                        Jeong Ah-reum