One Year Since Starfield Suwon Opened: 57% of Visitors Are from the MZ Generation

by Kim Heungsoon

Published 23 Jan.2025 08:47(KST)

Nearly 19 Million Visitors in One Year
High Proportion of 20s and 30s... Proving Its Status as an MZ Playground
First Anniversary Festival Runs Until February 2

Starfield Suwon has proven its reputation as a "playground for the MZ Generation," drawing nearly 20 million visitors in its first year since opening, with strong interest from the younger demographic in their 20s and 30s.

Starfield Suwon. Yonhap News

Shinsegae Property, the operator of Starfield, announced on January 23 that approximately 19 million people visited Starfield Suwon over the past year since it opened on January 26 last year. This figure exceeds the entire population of Gyeonggi Province (about 13.69 million). Notably, 57% of visitors to Starfield Suwon during this period were in their 20s and 30s.

The reason behind the popularity of Starfield Suwon among the MZ Generation and other young people lies in its differentiated content targeting these age groups. For example, Starfield Suwon introduced the "Byeolmadang Library," its first cultural space outside of Seoul, and features popular fashion and lifestyle brands favored by the MZ Generation, a pet park for visitors with pets, and the food select shop "Bites Place." These offerings have made it a popular destination for shopping, experiences, and culture, providing everyday enjoyment as a leisure space.

Starfield Suwon 'LEGO Fan Art Fair with Starfield' overview. Courtesy of Shinsegae Property

To express gratitude for the love shown by customers over the past year, Starfield Suwon is holding its first anniversary festival until February 2. First, the "LEGO Fan Art Fair with Starfield," an exhibition that adds a creative perspective to everyday life, is being held in the Tower Atrium on the first floor of Starfield Suwon. Visitors can enjoy more than 290 works by 33 LEGO artists, who are highly popular among LEGO enthusiasts, free of charge. The first 200 visitors will also have the opportunity to create their own "LEGO Lucky Pouch" on site.

At Byeolmadang Library, the Yusarang Jazz Band will present a fusion Korean traditional music performance on January 29. On January 30, three members of the crossover group "Crazzle" (Jo Jin-ho, Lim Kyu-hyung, Lee Seung-min), which consists of Korean traditional music, classical, musical singers, and idols, will perform.

In addition, a Mercedes-Benz pop-up store will be open from January 25 to February 2, showcasing the new G-Class "G 450 d," known as the G-Wagen, and the first all-electric G-Class, the "G 580 with EQ Technology."

To celebrate Seollal, visitors can also find a traditional Korean confectionery gift set from "Jayeonwoori," a pine nut and Korean sweets brand based in Gapyeong, as well as Hanwoo beef gift sets from "Seongsan Myeongga," famous for its cherry blossom galbi, and "Donghwa Butcher," known for its premium quality Hanwoo beef.

One Year Since Starfield Suwon Opened: 57% of Visitors Are from the MZ Generation

Nearly 19 Million Visitors in One Year High Proportion of 20s and 30s... Proving Its Status as an MZ Playground First Anniversary Festival Runs Until February 2

Nearly 19 Million Visitors in One Year
High Proportion of 20s and 30s... Proving Its Status as an MZ Playground
First Anniversary Festival Runs Until February 2