Foreign Customer Numbers Soar at Department Stores... Shinsegae Centum City Strengthens Services for International Shoppers

Foreign Customer Sales Reach Record 6.5%, Average Exceeds 5%
New Foreigners' Desk Opens on Mall's First Basement Level, Promotions Expanded

The number of foreign customers visiting Shinsegae Centum City has surged. In response to the increasing flow of international visitors, the department store has decided to strengthen its services by adding more foreigners' desks and expanding its promotional activities.

This year, the number of foreign tourists visiting Busan surpassed 3 million for the first time, and the department store's foreign customer indicators have also risen significantly.

This month, the proportion of sales from foreign customers exceeded 5% (cumulative from January to October) for the first time. The increase in cruise ship arrivals at Busan Port, along with the visa-free entry policy for Chinese group tourists, have both contributed to the sharp rise from the previous 1-2% level. In August, the proportion reached a record high of 6.5%, and sales from foreign customers grew by approximately 150% year-on-year. The number of foreigner-exclusive membership sign-ups also increased by 400%.

Foreigners' desk located in the passage connecting the department store and the mall.

In response to this trend, Shinsegae Centum City established a new foreigners' desk on the first basement level of the mall on November 28. This is the second dedicated desk, following the expansion of the existing foreigners' desk in the second half of last year. The new desk offers a range of services, including tax-free refunds directly at the department store without the need to visit the airport, information on promotions for foreigners, and multilingual consultations.

The growing number of foreign customers is also attributed to the rising popularity of domestic brands such as K-fashion. This is because foreign consumption, which was previously focused on overseas luxury brands, is now increasingly shifting toward domestic brands. Among the top 10 brands in foreign customer sales this year, four are Korean brands: Gentle Monster, E-mis, Tamburins, and Mardi Mercredi.

This trend appears to be the result of Shinsegae Centum City consistently attracting K-fashion brands through specialized spaces such as Hyperground and New Contemporary Hall, which target Millennials & Gen Z and foreign tourists.

In December, promotions targeting foreign customers will be further expanded. Starting December 8, customers who purchase 100,000 won or more from fashion, accessory, or cosmetics brands will receive a 10,000 won discount, while a 5,000 won discount will be offered for purchases of 30,000 won or more from F&B brands. Customers who spend 2 million, 3 million, 5 million, or 10 million won or more will receive up to a 7% Shinsegae gift certificate. At the Chicor Centum City branch, shoppers will receive a 10,000 won discount voucher for purchases over 80,000 won and a 15,000 won voucher for purchases over 120,000 won.

From December 17, in conjunction with the Korea Grand Sale, a major shopping festival for foreigners, customers who purchase popular K-fashion brands will receive a 10% gift certificate based on the purchase amount, and K-cosmetic brands will also offer discount vouchers. Major events and promotions are also being introduced on Chinese social media platforms such as Xiaohongshu, Weibo, and WeChat to improve accessibility.

Kim Kyunghoon, Head of Sales Planning at Shinsegae Centum City, stated, "By establishing dedicated desks and expanding promotions, we aim to respond to the growing number of foreign customers and further enhance our ability to attract them. We will also continue to discover brands favored by international shoppers to solidify our position as a global department store."

Foreigners' Desk at Shinsegae Centum City Mall.

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