The Next Evolution of 'Starfield 2.0'... Opening in Suwon on the 26th

Strengthening MZ Generation Specialized Stores with Family Focus
30% of Stores Differentiated from Existing Starfield
First 'Byeolmadang Library' Outside Seoul Also Opens
'Distribution War' Forecasted in Suwon, the Core of Southern Gyeonggi

Shinsegae Group is planting the Starfield flag in Suwon, Gyeonggi Province. Suwon is a key area for southern Gyeonggi distribution, with an annual floating population reaching 100 million.

Shinsegae Property, an E-Mart affiliate, announced on the 24th that 'Starfield Suwon' will officially open on the 26th. It is the fifth Starfield following Hanam, COEX Mall, Goyang, and Anseong. Located in Jeongja-dong, Jangan-gu, Suwon Special City, 'Starfield Suwon' spans from 8 basement floors to 8 above-ground floors, with a total floor area of approximately 100,000 pyeong (331,000㎡) and a simultaneous parking capacity of 4,500 vehicles.

Shinsegae Property will open 'Starfield Suwon' on the 26th. The photo shows the exterior of 'Starfield Suwon,' which opened in Jeongja-dong, Jangan-gu, Suwon Special City. Photo by Shinsegae Property

'Starfield Suwon' is a second-generation Starfield that has evolved from the first-generation family-centered Starfields by significantly strengthening specialized stores targeting the MZ generation. With the concept of 'Stay Field,' it aims to be a space (Field) where visitors can leisurely stay (Stay), eat, browse, experience, and discover everyday pleasures.

'Starfield Suwon' actively reflects the characteristics of the Suwon area, which has a high proportion of 30-40-year-old millennial parenting households and 10-20-year-old Zappa generation, by composing more than 30% of its 400 stores with first-time tenants not seen in existing Starfields.

Additionally, it attracts numerous popular hot places from Seongsu and Hongdae, key areas for the MZ generation, to strengthen curated shops and fashion brands. In particular, the open cultural space 'Byeolmadang Library' is opening for the first time outside the Seoul area. Along with this, a children's library 'Byeolmadang Kids' that nurtures children's dreams will also open on the 3rd floor.

Shinsegae Property will open 'Starfield Suwon' on the 26th. The photo shows the open cultural space 'Byeolmadang Library' spanning from the 4th to the 7th floor. Photo by Shinsegae Property

Shinsegae's first all-inclusive sports club in Starfield, 'Concord Fitness Club,' will also be housed here. Spanning 1,500 pyeong (about 4,959㎡) on the 6th and 7th floors, it offers top-tier fitness facilities as well as a golf practice range with screen games and an approach zone, swimming pool, tennis courts, sauna, and a group exercise (GX) room integrated with the metaverse, providing five-star hotel-level facilities and services in everyday life.

Furthermore, plans include expanding offline experiences for the MZ generation customer base through a pet complex cultural space, pet park, and sensory experiential stores. Located on the 8th-floor rooftop, 'Star Garden' features nature-friendly landscaping, private booth spaces for both pet owners and non-pet owners to relax, and a 'Pet Park' where dogs can freely run and leisurely stroll.

Also, the premium pet-friendly lifestyle store 'Coco Square' is scheduled to open in February, offering pet academy, fitness, massage, specialized medical care, and hotel services. The popular Apgujeong hot place for pet owners, the dog-friendly brunch restaurant 'Dalmasian,' will also open here for the first time in a retail facility.

Moreover, 'Starfield Suwon' plans to actively attract about 5 million residents living within a 15km radius, including 1.2 million Suwon citizens and the influx population from neighboring cities, leveraging its strategic location as the center of southern metropolitan area.

'Starfield Suwon' is adjacent to major highways such as Pyeongtaek-Paju, Yongin-Seoul, Yeongdong Expressways, National Roads 1 and 42, and Deokyeong-daero, and is conveniently accessible by public transportation including Hwaseo Station on Subway Line 1. Being close to residential areas such as apartments and officetels, nearby residents can easily enjoy 'Starfield Suwon' on foot as if taking a light stroll. To minimize customer congestion during the opening period, temporary parking lots and shuttle buses will operate on weekends and public holidays from January 26 to March 3.

Lim Young-rok, CEO of Shinsegae Property, said, “Starfield Suwon is the first shopping mall of ‘Starfield 2.0’ for the MZ generation, where high-sensitivity brands and services that were sporadically scattered in some Seoul areas can be experienced in one space. It maximizes customer experience so that they can fully enjoy their tastes, hobbies, and brand identities.” He added, “It will establish itself as a ‘Stay Field’ that occupies customers’ time and expands their experiences, becoming a part of their daily lives and an iconic landmark representing Suwon.”

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