As early heat waves and frequent rain continue, department stores and shopping malls are emerging as urban retreats. The demand for 'Molkans'—a blend of mall and vacation—has increased, leading to a rise in food and beverage (F&B) and leisure and sports sales.
According to the department store industry, from July 1 to July 5, sales at all Lotte Department Store locations increased by 25% compared to the same period last year. During the same timeframe, F&B sales also rose by 20%, attributed to a growing number of customers seeking refuge in department store restaurants and cafes from the heat.
Shinsegae Department Store reported a 21.6% increase in F&B sales during the same period, while Hyundai Department Store saw a 20.3% surge. As department stores establish themselves as multifunctional spaces for dining, relaxation, and leisure, the impact of weather on sales appears to be growing.
With the summer vacation season approaching, sales of leisure and sports products have also shown strength. Shinsegae Department Store noted a 24.5% increase in sales of swimwear and athleisure items. As outdoor activities are limited due to the heat and rain, consumers preparing for vacations are flocking to indoor retail channels like department stores.
In fact, the proportion of visitors to department stores during the summer months has been steadily increasing. Hyundai Department Store reported that from June to August last year, the visitor share was 26%, slightly higher than spring (25%), fall (24%), and winter (25%). Additionally, until 2021, spring had the highest visitor share, but since 2022, summer has maintained the top position.
The department store industry is also ramping up marketing efforts to capture the Molkans demand. Lotte Department Store is holding its summer sale until July 12, featuring discounts on over 400 brands in fashion, sports, kids, and living categories. Shinsegae Department Store is also conducting a regular sale across 13 locations nationwide, offering discounts of up to 50% on approximately 360 brands.
Hyundai Department Store will host a summer theme event called 'Viva Riviera' at major locations, including The Hyundai Seoul and Apgujeong flagship store, until August 20. This event, themed around the southern French Riviera, aims to attract Molkans demand by creating a resort-like atmosphere in the city.
An industry insider stated, "In the height of summer, department stores serve not just as shopping spaces but also as indoor retreats. As the demand for Molkans increases, the length of stay is likely to grow, positively impacting sales in F&B and related product categories."
* This article has been translated by AI.
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