Shinsegae Unveils First "Starfield Village," a New Local Shopping Mall, in Unjeong, Paju

Shinsegae Property Launches New-Concept "Mini Shopping Mall"
Unjeong Branch to Open December 5, Spanning 15,000 Pyeong
Located Within the Largest Complex, "Hillstate The Unjeong"
A Lifestyle Hub Tailored for New Town Daily Living

Shinsegae Property announced on November 14 that it will open the first branch of its community-based shopping space, "Starfield Village," called "Starfield Village Unjeong," on December 5.

Starfield Village is a new brand that combines the expertise accumulated through the successful development and operation of Starfield with enhanced community functions. Following the successful launches of "The Shops at Centerfield" and "Starfield Avenue," both located in prime downtown office districts, Shinsegae Property is now expanding its business scope to include lifestyle-oriented spaces with the introduction of "Starfield Village."

Aerial view of the exterior of Starfield Village Unjeong.

Shinsegae aims to infuse the innovative DNA of Starfield into Starfield Village, with the ambition to lead a new paradigm for local, community-focused retail facilities. While Starfield transformed shopping spaces into "shopping theme parks" full of entertainment, Starfield Village plans to evolve mixed-use commercial spaces into "local lifestyle hubs."

Starfield Village Unjeong will be located within "Hillstate The Unjeong," the largest single-brand complex in Unjeong New Town, Paju. The project will be operated by Shinsegae Property under a management contract with the developer.

Unjeong is home to 290,000 residents, accounting for 57% of Paju City's population, and is an area with a high proportion of households with children aged 35 to 45, as elementary, middle, and high schools are clustered nearby. Due to the rapid population growth driven by the new town development and the relatively limited lifestyle infrastructure, there is strong demand among residents for leisure and cultural spaces.

Based on these local characteristics, Starfield Village Unjeong has curated categories optimized for walkable daily living, including leisure, education, fashion, and food and beverage. The complex features differentiated content such as: a kids-specialized facility combining education and play; community spaces for local residents; daily hobby and self-development services; and premium wellness programs, all designed to densely meet the segmented needs of the community.

The total commercial area of the complex is approximately 52,230 square meters (15,800 pyeong), consisting of a central "Central" zone and low-rise sections of surrounding apartments and officetels. The Central zone will open first in December, with the remaining areas scheduled to open in early 2026. Both the Central zone and other areas are connected by a pedestrian deck to Unjeong Station on the Gyeongui-Jungang Line from the second floor, providing convenient access.

The "Central" zone, spanning approximately 25,454 square meters (7,770 pyeong) from the first to fourth floors above ground, serves as the core space of Starfield Village, featuring over 100 brands. It is a place that offers local residents a more sophisticated lifestyle and provides visitors with a relaxing retreat in their daily lives.

Many brands are making their debut in the Paju area. Trendy brands ranging from automobiles to K-fashion, F&B, and lifestyle-including Audi, Urban Plant, Artisan Bakers, Musinsa Standard (opening in January), Muji, and Xiaomi-will all be available in one location.

In January next year, "Crayola Experience," an experiential kids' entertainment facility utilizing the intellectual property (IP) of Crayola's US headquarters, will open for the first time in Korea. In a large 1,980-square-meter (600 pyeong) space, children can participate in programs centered on color, exploration, and play to energize their day. "Jjaekkakdagam," an immersive play-based developmental growth center utilizing all five senses, will also open its first store in Korea.

The food and beverage offerings are diverse, ranging from casual delis and trendy fusion cuisine to modern dining. On the fourth floor, "Gourmet Street" will feature "Mutan," which offers modern interpretations of authentic Chinese cuisine, and the premium Thai restaurant "Gate Nine Mood." The Brooklyn-style steakhouse "Knops" is set to open in mid-December.

A variety of open community spaces have also been created for anyone to stay and interact. From the first to the second floor, the multi-level atrium "Central Pod," surrounded by over 41,500 books, serves as the focal point.

On the third floor, visitors can find "Upstair," a curved play area with various structures, as well as Starfield's original brands "Byeolmadan Kids" and "Classkok." "Byeolmadan Kids," a library exclusively for children, offers immersive spaces for focused reading as well as areas where children can freely interact with their peers, providing a range of experiences. "Classkok" is designed as a community lounge where the tastes of parents and children naturally intersect.

Im Youngrok, CEO of Shinsegae Property, stated, "Starfield Village is a next-generation local retail facility that organically connects the community, people, and space. It will naturally blend into the daily lives of local residents and set a new standard for living. As a representative lifestyle hub of the region where better daily habits are enjoyed, it will not only enhance the quality of life for our customers but also bring greater vitality to the local commercial area."

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