Shinsegae Paju Outlet Targets MZ Generation... 'Instant Pink' and 'City Breeze' Join the Lineup

Strengthening Competitiveness to Attract Customers in Their 20s and 30s
New F&B Entries Including 'Godit' and 'Grows'

Shinsegae Simon is targeting customers in their 20s and 30s.They are expanding young contemporary brands at Paju Premium Outlets and introducing new food and beverage (F&B) brands.

According to the distribution industry on the 28th, Shinsegae Simon created a 400-pyeong (approximately 1,322 square meters) 'Young Contemporary Street' during the renovation of Paju Premium Outlets in February this year. They proactively attracted brands targeting the MZ generation such as Matin Kim, L'oeuvre, Rave, Obscura, and Setter, significantly strengthening category competitiveness.

Shinsegae Simon Paju Premium Outlets City Breeze store exterior. [Photo by Shinsegae Simon]

Paju Premium Outlets is undergoing a second expansion of young contemporary brands by opening four new brands. On the 14th, the contemporary brand 'City Breeze,' loved by women in their 20s and 30s, opened. On the 27th, the mountain outdoor brand 'Sierra Designs,' popular among MZ backpackers, joined, and on the 30th, 'Instant Punk' and 'Codegraphy' will also open.

Instant Punk is the first brand to enter the premium outlet industry, offering up to 70% discount on all items compared to regular prices to celebrate the opening. 'Codegraphy' will also offer exclusive discounts on the 2024 fall and winter season new products and provide gifts to customers who make purchases.

Paju Premium Outlets has also expanded the selection of F&B brands for customers in their 20s and 30s. Following the consecutive openings of trendy eateries such as Our Bakery, Jackson Pizza, Bonanza Coffee, and Old Ferry Donut in the first half of this year, on the 14th, 'Got It,' a popular Mexican taco restaurant among the MZ generation, opened on the third floor in the Taste Village. On the 28th, 'Growers,' a well-known emotional brunch cafe from Yeonhui-dong, Seoul, will also open.

Shinsegae Simon Paju Premium Outlets is also offering partnership benefits with the mobility platform 'Socar.' Customers who visit using Socar receive complimentary drinks and various discounts at different food and beverage brands.

A Shinsegae Simon representative said, "We continue to introduce new shopping content and benefits reflecting the tastes of customers in their 20s and 30s," adding, "This fall, we hope you experience a diverse range of offerings at Shinsegae Simon Paju Premium Outlets, from highly competitive brands to healing moments in the outdoor Central Square."

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