Shinsegae will fully renovate the dining area of its flagship department store in Seoul’s Jung District by March next year, marking the first major project led by Jung Yoo-kyung since her recent promotion to chairman of Shinsegae Inc. The company aims to attract the growing number of foreign tourists around Myeong-dong and Namdaemun Market by offering a refreshed dining experience at its main branch.
According to industry sources on Nov. 14, Shinsegae will begin demolishing the fifth-floor restaurant section of its main building in February. The casual Western-style restaurant Casa Pavo on the sixth floor will also close. The new dining area is set to open in March on the 13th and 14th floors of the new building, which also houses duty-free shops. A well-known Pyongyang cold noodle restaurant, along with cafes and Japanese dining establishments, has reportedly confirmed plans to move into the new building.
The main store operates in three sections: the Heritage Building, the Main Building, and the New Building. The Heritage and Main Buildings are based on the former Mitsukoshi Department Store, built in 1929. With the 95-year-old structure facing chronic space limitations, the specialty dining area was relocated to the fifth floor of the Main Building after duty-free shops were established in the annex in 2016.
The fifth-floor dining area currently features Korean restaurants like Bongpiyang, Keunkiwajip, and Hanwoori, along with fusion Japanese eatery Matsuya and the Chinese restaurant Hokyungjeon, operated by Josun Hotels & Resorts. However, experts note that these options are less trendy and competitive compared to popular dining spots in The Hyundai Seoul and Lotte Department Store’s Jamsil branch.
These restaurants will operate until February next year, with renovations on the New Building set to begin this month and be completed by then. Once construction is finished, the new dining area will launch in March. The 13th floor will host casual eateries and cafés, while the 14th floor will be dedicated to premium Korean, Chinese, and Japanese dining options.
Shinsegae is also preparing to open a second luxury wing in the historic former Korea First Bank building next to its flagship store. Acquired in 2015, the building is designated as Tangible Cultural Property No. 71 due to its historical significance. The company plans to transform it into a high-end luxury boutique by next year, further establishing a “new era” under Jung Yoo-kyung’s leadership.
The company expects to draw in more foreign tourists, who have become a key customer segment for department stores this year. From January to April, foreign customer sales at Shinsegae jumped by 137% year-over-year. These shoppers are particularly drawn to unique experiences unavailable at other department stores. Following the recent upgrade of the media façade at Shinsegae Square on Nov. 1, foreign visitor sales at the flagship store increased by 43.5% compared to last year.
“When we opened the downtown duty-free store in 2016, we had to reduce our food and beverage facilities,” a Shinsegae staffer explained. “But with the recent surge in foreign tourists around Myeong-dong and Namdaemun, along with growing demand for expanded F&B options, we decided to enhance our dining spaces.”
