MZ Generation Dessert Craze... Shinsegae Department Store Moves to Attract Famous Bakeries

‘Cafe Layered’ Opens in Centum City
Dessert Pop-up Store at Gangnam Branch

Scones and cakes sold at Cafe Layered.

[Asia Economy Reporter Lim Chun-han] Recently, a dessert craze has swept through the MZ generation (Millennials + Generation Z), and Shinsegae Department Store announced on the 9th that it is actively attracting famous bakeries.

According to Shinsegae Department Store, on the 10th, 'Cafe Layered,' which showcases the hottest British-style bakery, will open at the Centum City branch. Cafe Layered offers not only delicious scones and slice cakes but also a sophisticated European-style interior that provides visual enjoyment.

At the Gangnam branch, you can also experience a special dessert pop-up store. Until the 25th of this month, you can taste the pumpkin pie from 'Peace Piece,' known as a must-try pie in Ilsan. From the 26th of this month to the 8th of next month, the pop-up store of 'Conditory Oven,' a baked goods specialty store in Hannam-dong, will follow.

Attracting popular bakeries greatly helps drive department store sales. In fact, desserts account for one-fifth of the food hall sales at the Gangnam branch, showing a significant proportion. Additionally, customers who primarily use desserts visit the store far more frequently than customers of general fashion or luxury brands. Last year, the average monthly visits of general department store customers were four times, but customers subscribed to bakery services visited an average of eight times per month, twice as often. There is also the advantage of securing MZ generation customers by attracting new dessert brands. According to Shinsegae Department Store, the proportion of 20s and 30s in dessert sales in the first half of this year was nearly half.

A Shinsegae Department Store official said, "A recent dessert craze is spreading mainly among the MZ generation, who value SNS certification," and added, "We will always quickly introduce new and popular food items."

This content was produced with the assistance of AI translation services.