Seven-Eleven is expanding experiential stores targeting foreign tourists and the MZ generation by leading with its next-generation franchise model 'New Wave'. It is differentiating itself as a 'staying convenience store' that goes beyond mere shopping spaces to include experiences and relaxation.
Visiting the Seven-Eleven New Wave Myeong-dong Store in Jung-gu, Seoul, on the morning of the 5th, one could see the entire interior of the store at a glance through a massive window upon ascending the entrance stairs. Stepping inside revealed a spacious area spanning 110 pyeong (approximately 364 square meters). Neon signs in Seven-Eleven's signature colors—orange, green, and red—curved around the black ceiling, creating an atmosphere reminiscent of a café rather than a convenience store. The walls and parts of the ceiling were finished with 'black glass' (a reflective black material), adding a touch of luxury.
The most striking feature was the wide circulation path. Unlike traditional convenience stores where customers had to squeeze through narrow aisles, the corridors here are spacious enough for foreign tourists pulling suitcases to move comfortably.
On the left side near the entrance stood a gacha (capsule toy) machine, while directly opposite was a display of K-culture-related idol merchandise. Further inside, a large checkout counter and a food station came into view. Beneath digital menu boards, various fried foods, bead-shaped ice cream, and bakery items were neatly arranged, waiting for customer selection. Opposite the food station, smoothie machines and coffee makers imported from Japan were installed.
Product displays also differed from conventional convenience stores. Snacks, instant noodles, and ready-to-eat meals were organized by category to make it easy for customers to find what they wanted, while signage using brand signature colors enhanced visibility. Display cases featuring holographic exteriors further added to the store's unique character.
The K-food experience space located deep inside the store is a core area of the Seven-Eleven New Wave Myeong-dong Store. Designed in collaboration with Nongshim, this space harmonized the Nongshim mascot with Seven-Eleven's green color scheme. A Han River ramen cooking station, which has become an essential tourist spot for foreigners, was installed, and multilingual instructions in three languages were posted to improve usability.
Design changes were also reflected in products. The company is strengthening packaging designs for its private label (PB) and differentiated products, striving to build a premium image beyond just cost-performance appeal.
Changes in design, space layout, and product display have continued to attract foreign tourists. Indeed, despite the hot weather, many foreigners were seen shopping with their suitcases from early morning on that day. In particular, at the K-food experience zone, visitors enjoyed tasting ramen and ready-to-eat meals, took commemorative photos, and stayed for extended periods before moving on.
These changes have been proven by results. When existing stores were renovated into New Wave format this year, sales increased more than threefold. Ice cream sales rose by 500%, while ready-to-eat items such as kimbap increased by over 320%. The design competitiveness has also received international recognition. New Wave won the 'WINNER' award at the '2025 K-Design Awards', and recently, its visual identity applied to stores was honored with the 'Red Dot WINNER' in the Brand & Communication category of the '2026 Red Dot Design Award'.
Seven-Eleven plans to strengthen its brand identity through New Wave, moving beyond the traditional convenience store image to firmly establish itself as a 'convenience store worth staying in'.
Jung Young-joo, head of the Korea Seven Design Team, stated, "In the past, convenience stores were places where people briefly stopped along their way to buy simple items. Now, they are transforming into spaces for 'purposeful consumption,' where customers intentionally visit and stay for specific products or experiences." He added, "Through the unified design and sophistication of New Wave stores, we will continuously increase customer shopping satisfaction and dwell time."
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