As daytime high temperatures approach 40 degrees, department stores are emerging as "resorts in the city." With more people seeking to enjoy shopping, dining, and exhibitions together in well-air-conditioned indoor spaces, demand for so-called 'Mallcance' (mall + vacation) has risen, leading to a simultaneous increase in visitors and sales across major department stores.
According to the retail industry on the 4th, from the 28th last month through the 3rd this month, major department stores benefited from crowd-attraction effects due to the heatwave. As consumers increasingly seek to enjoy diverse content such as dining, desserts, pop-up stores, and exhibitions in a single space beyond simple shopping, stay-type consumption is spreading.
The heatwave was directly reflected in department store performance. Lotte Department Store recorded the highest growth rate, with visitor numbers up 30% compared to Jeonju and food and beverage (F&B) sales rising by 40%. Shinsegae Department Store saw visitor numbers and total sales increase by 14.7% and 16.2%, respectively, while Hyundai Department Store reported a 15.1% rise in visitors and a 20.9% increase in F&B sales. Analysts note that customers seeking relief from the heat visited indoor spaces to enjoy both shopping and dining, driving crowd-attraction effects that translated into higher sales for each department store.
Department stores are also competing in content to extend the time customers spend on-site. Lotte Department Store launched the IVE character pop-up store 'Dive into Minive' at Lotte World Mall to attract visitors. Shinsegae Department Store strengthened dessert and F&B content centered around its Gangnam branch's 'Sweet Park,' while Hyundai Department Store presented exhibition and pop-up content including 'Viva Riviera' at The Hyundai Seoul, along with 'TFT Wild Fan Fest in The Hyundai Seoul' and 'Banksy, Still Here.'
Seasonal product demand also benefited from the heatwave. At Lotte Department Store, sunglasses sales rose 30% compared to Jeonju during the same period, umbrellas increased by 15%, and cooling bedding by 10%. Lotte Outlet also saw visitor numbers jump 40% compared to Jeonju and 10% year-on-year, with F&B sales growing 45% and 15%, respectively. It is interpreted that customers seeking relief from the heat visited indoor spaces not only for shopping but also for dining and relaxation, benefiting outlets as well.
Hyundai Department Store announced that over 6,000 visitors per day on average flocked to its summer-themed event 'Viva Riviera' held at Sounds Forest on the 5th floor of The Hyundai Seoul through the 2nd. With a concept inspired by the French Riviera resort town in southern France, more than 50 food, fashion, and lifestyle brands participated, creating an experiential space.
The heatwave is expected to continue for some time. On the morning of the 4th, the Korea Meteorological Administration issued its first heatwave major warning for Seoul nationwide and parts of Gyeonggi Province starting at 11 a.m. A heatwave major warning is issued in areas where the daytime high apparent temperature remains at 35 degrees or higher for two days or more, with an expected apparent temperature of 38 degrees or higher or a maximum temperature of 39 degrees or higher.
The Korea Meteorological Administration forecasted that daytime high temperatures would reach 38 degrees in Seoul and Gwangju, and 39 degrees in Jeonju, with scorching heat near 40 degrees continuing primarily west of the Taebaek Mountains. The retail industry expects demand for 'Mallcance'—where customers enjoy shopping, dining, and cultural activities indoors—to persist as the heatwave prolongs, prompting them to strengthen competition in stay-type content.
in LIVING
