Why Were People Lining Up in This Freezing Cold?... Hotspot Proof Shots Also 'Open Run'

Giant Trees and Stunning Exteriors at Department Stores Become Attractions
"Taking Photos" Despite Cold Weather and Waiting Times

As Christmas approaches, crowds are flocking to department stores to see Christmas trees and lights. With major department stores creating Christmas attractions, visitors are lining up to take 'life shots' despite the cold weather, and some even participate in 'open runs.'

According to industry sources on the 21st, department stores are displaying trees and decorations and holding related events to attract public attention for Christmas. The three major department stores?Lotte, Shinsegae, and Hyundai?formed dedicated Christmas task forces (TF) and have been preparing the events for nearly a year, carrying out long-term installation work to create record-breaking Christmas decorations.

Reserved through the official application to enter The Hyundai Seoul Christmas H Village.

Must Sign Up on Waiting List to Take Certification Shots

These department stores have become known on social media (SNS) as Christmas 'certification shot spots.' The Hyundai Seoul in Yeouido created an H Village themed around Christmas on the 5th floor, covering an area of 1,000 pyeong (approximately 3,306 square meters). The H Village, decorated with a 13-meter-high giant Christmas tree, over 120 trees, and more than 6,000 lights, evokes a scene straight out of a fairy tale. Currently, so many people visit that a waiting list is managed through the store’s own application.

Lotte Department Store decorated the entire show window of its Sogong-dong main branch with a Christmas theme. They created a facade over 100 meters long and adorned the entire facade with Christmas trees and lights. Shinsegae Department Store decorated the main building’s media facade and store exterior with a design inspired by the Eiffel Tower in Paris, France. The facade features a video of a train running through the snow and arriving at a castle. Shinsegae Department Store had already established itself as a Christmas attraction last year and is known to have prepared for nearly a year to maintain its reputation.

"I waited, went to eat, and the line still hadn’t moved."

A 20-year-old university student A, who actually visited the department store, said, "It was really crowded on the weekend," adding, "The waiting line was so long that even after eating, my turn hadn’t come." Another young professional B said, "I understand why people do open runs," and added, "I came because it looked so pretty on Instagram, but it’s even more beautiful in person."

As the marketing effect of Christmas decorations grows, competition among department stores to create more splendid and sophisticated interiors and exteriors is intensifying. An industry insider said, "We have prepared various winter events for the Christmas season," adding, "It’s no longer just about the tree concept; it has expanded into certification shots and photo zones through social media (SNS), and is being used as a marketing tool."

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