Jung Yong-jin Visits Starfield Suwon... First Management Field Visit of the New Year

Jung Yong-jin, Vice Chairman of Shinsegae Group, visited Starfield Suwon on the 15th ahead of its official opening later this month. The company explained that this visit was part of his first management field activity of the new year, following the management principle that the answers lie with customers and on-site experience.

According to Shinsegae Group, Vice Chairman Jung toured Starfield Suwon, where finishing construction work was in full swing, to check the preparations for welcoming customers and discuss this year’s management strategies, including the future growth direction of Shinsegae Property. This was his first official visit to a business site since visiting the E-Mart Yeonsu branch in May last year.

Shinsegae Vice Chairman Jeong Yong-jin visited the Starfield Suwon site on the 15th to start his first on-site management of the new year.
[Photo by Shinsegae Group]

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At the visit, Vice Chairman Jung stated, "The MZ generation, which is the target customer base for Starfield Suwon, is more familiar with online shopping than offline." He reportedly urged, "Please make thorough preparations so that Starfield Suwon can establish itself not as the 'fifth Starfield' but as the first 'Starfield 2.0' by offering this generation differentiated customer experiences and services they have never experienced before." Starfield Suwon is regarded as the first space to realize 'Starfield 2.0,' centered on the MZ generation (Millennials + Generation Z).

Vice Chairman Jung arrived at Starfield Suwon around noon and spent about two hours inspecting the site. Starting with the Traders Suwon Hwaseo store, which opened at the end of December last year as the first among the tenant facilities, he toured the new F&B specialized zone called Bites Place, which is being introduced for the first time at Starfield, the Gourmet Street featuring carefully selected famous restaurants from Cheongdam and Itaewon, and the Byeolmadang Library, which was established for the second time following the COEX Mall.

He also visited tenant stores preparing to open and the premium fitness club 'Concorde.' He emphasized, "Our goal is for young customers to come to hip stores to shop and even work out, thereby integrating into their daily lives." He further told employees, "Starfield is the space that best realizes Shinsegae Group’s unique 'Life Share' concept, which aims to occupy customers’ daily lives," and urged them to "carefully review every detail until the opening day to achieve the ultimate goal of maximizing customers’ spatial experience based on the experience and know-how accumulated over the past decade."

Shinsegae Vice Chairman Jeong Yong-jin visited the Traders Hwaseo store inside Starfield Suwon on the 15th.
[Photo by Shinsegae Group]

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Vice Chairman Jung also said, "To quickly elicit enthusiastic responses from customers, we must take one step further and understand customers’ needs more deeply," adding, "We need to closely analyze the signals customers send and reflect them to provide the best service they have never experienced before." This message aligns with Vice Chairman Jung’s New Year’s address, in which he emphasized the importance of prior preparation, inspection, and proactive review of potential risk factors.

Starfield Suwon is the fifth Starfield following the opening of Starfield Hanam in 2016, COEX Mall, Goyang, and Anseong, and is scheduled to open in January. It is located at 111 Jeongja-dong, Jangan-gu, Suwon City, with a total floor area of 331,000 square meters (8 floors underground and 8 floors above ground). The mall reflects the lifestyle of the MZ generation and considers the local characteristics of Suwon.

Shinsegae Group envisions attracting not only residents of Suwon but also populations from neighboring cities by installing cultural and sports facilities beyond a conventional shopping mall. In particular, the sports facilities will be designed as a community-based hotel-style 'Concorde Fitness Club,' reflecting the Healthy Pleasure trend that has spread since COVID-19. As a cultural facility, the 'Byeolmadang Library' will be introduced for the first time since the Starfield COEX Mall in Samseong-dong, Seoul.

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