Extreme Heat Drives 'Molkans' Consumption in Shopping Malls

On August 6, at the I-Park Mall in Yongsan, Seoul, Kim, a 42-year-old office worker, visited the mall with his wife and two children. After spending time at a kids' experience facility, they explored various restaurants and dessert cafes. Kim stated, "I couldn't even think about visiting outdoor tourist spots in this heat. I came to the mall because I could shop and enjoy experiences all in one cool indoor space."

As temperatures soar close to 104 degrees Fahrenheit, department stores and complex shopping malls are emerging as urban retreats. With consumers seeking refuge from the heat, the trend of 'Molkans'—a blend of mall and vacation—has gained traction, leading to significant increases in visitor numbers and sales at major retail facilities.

According to the retail industry, from July 20 to August 4, following the end of the monsoon season, Lotte Department Store reported a 15% increase in overall sales and a 10% rise in visitors compared to the same period last year. Food and beverage sales also rose by 15%. During the same period, sales at Lotte World Mall in Jamsil increased by 25%, with a 15% increase in visitors and a 10% rise in food and beverage sales.

Shinsegae Department Store saw a 19.3% increase in visitors, with sales and food and beverage sales rising by 21.6% and 21.4%, respectively. Hyundai Department Store reported a 13.3% increase in visitors and a 15.8% rise in food and beverage sales during the same timeframe. Hyundai Premium Outlet also experienced a 16.1% increase in visitors and a 12.9% rise in food and beverage sales compared to last year.

Complex shopping malls also benefited from the heatwave. I-Park Mall's sales increased by 24%, while food and beverage sales grew by 18%. Starfield Hanam saw an average of 55,000 visitors on weekdays and 110,000 on weekends from July 27 to August 4. On August 1 and 2, a total of 220,000 people visited, marking a 10% increase compared to the same period last month.

Analysts suggest that the heat is changing consumer behavior rather than reducing consumption. Instead of the traditional 'purpose-driven shopping'—buying only necessary items and leaving—there is a growing trend of 'stay-type consumption,' where consumers choose a cool location and engage in dining, shopping, and cultural activities within.

Retailers are also competing to keep customers engaged for longer periods. Lotte World Mall will host a 'Lotte Town Summer Market' in collaboration with Pokémon starting August 16, following a successful IVE character pop-up. The event will feature a 12.5-meter tall giant Poké Ball dome in the lawn area, showcasing character merchandise, limited food and beverage items, and experiential content.

Shinsegae Department Store is launching a pop-up for the Thai brand 'Gong Did Design' at its Gangnam location, while offering discounts for trampoline parks, aquariums, ice rinks, and KidZania at its Daegu and Centum City branches. The Hyundai Seoul will host the 'TFT Wild Fan Fest' in collaboration with Riot Games starting August 7.

I-Park Mall is providing cashback benefits for users of its kids' experience facilities and hosting pop-ups featuring characters, webtoons, and mobile games. Starfield is also showcasing activities like slime-making and large balloon displays featuring Teletubbies and Peanuts.

An industry insider noted, "Combining a cool environment with food, beverages, and content will determine the competitiveness of retail facilities during the summer heat."