These days, many retailers are scrambling to aggressively engage in 'MZ marketing.' Connect Hyundai, which completed its renovation last September, is retaining existing customers by creating a separate 'senior-focused section.' This is part of a regionally tailored content initiative that leverages the unique characteristics of not only Busan but also Beomil-dong, where Connect Hyundai is located.

Manager Jung Ji-myung and Senior Kim Young-min are part of the Operations Team, right? I heard that both of them came to Busan after working in Seoul for a long time.

Jeong Ji-myeong (Manager): I joined the company in 2007 and have worked in Seoul ever since. I mainly handled outdoor, sports, and golf apparel. I have been working in Busan for three years now. Currently, at Connect Hyundai, I oversee the B1 and the 3rd, 4th, and 7th floors, taking responsibility for store management, event promotion planning, and communication with partner companies and internal staff.

Kim Young-min (Senior): I also came down to Busan at the same time as Manager Jung Ji-myung. In Seoul, I mainly handled Young Fashion, and now I am in charge of Busan Haengbok Sanghoe and part of Woman's Fashion on the 3rd floor. Although we worked at the same branch since Seoul, we were on different teams so we didn't have a chance to run into each other until now, and it is nice to meet you in Busan.

Last September, the Hyundai Department Store Busan branch, which opened in 1995, was renovated and unveiled under the name 'Connect Hyundai.' It must have been very busy refurbishing the interior of the department store with the new concept.

Jeong Ji-myeong (Manager): We were particularly hectic with the interior construction. Finding common ground among proposals from the headquarters as well as various design partners was more difficult than we expected. We were busy with large-scale events and promotions right after the opening, but I am glad that so many people visited us.

What do you think the customer reaction is like?

Kim Young-min (Senior): It seems they are most pleased with the significant increase in休息 spaces. We drastically reduced the existing sales area and placed landscaping and chairs in easily accessible locations so that customers can rest at any time. They also seem to be taking note of how much the shopping environment has improved thanks to the renovation of the interiors in many stores.

I heard that the 4th floor, in particular, is specialized for seniors. It feels even more special considering that many offline stores focus on showcasing spaces and attractions targeting the younger generation. What was the reason for creating a floor specialized for seniors?

Jeong Ji-myeong (Manager): Hyundai Department Store Busan first opened its doors in Beomil-dong in 1995. As we have been operating for 29 years now, we have many veteran managers who have maintained strong relationships with customers at the same store for over 20 years. Some customers even visit solely because of the long-standing connection they have built with a manager. Consequently, the sales proportion of career and senior products is higher here compared to other Hyundai Department Store branches or other department stores. To maintain strong relationships with the customers who have visited our store over the years, we have secured several senior clothing brand stores preferred by our existing loyal customers and have established a 'Senior-Specialized Floor.'

Please tell us about the most notable changes after the renewal.

Jeong Ji-myeong (Manager): To clearly establish the 4th floor as a floor specialized for seniors, we introduced the theme "Queens Salon." This was an attempt to differentiate ourselves from other department stores; centering on this theme, we communicated with various partners and brands to select interior keywords. There are a total of four categories: "Art," "Clothing Store," "Hair Salon," and "Fabric Shop." Brands such as Choi Bok-ho, SRC, Carriesnote, and Free Balance each carried out their interiors based on these keywords. We were able to achieve the current look thanks to the active acceptance and incorporation of feedback from both the interior partners and the brand stores. Located on the block right next to the escalator, you can find it immediately upon arriving on the 4th floor. In particular, the "Clothing Store," "Hair Salon," and "Fabric Shop" concepts seem to be viewed with great interest due to their retro style. It appears that the retro vibe serves as a catalyst to revive old memories for older generations, while offering a fresh new experience for younger visitors.

Kim Young-min (Senior): During the renovation, the unit area of each store was also expanded. Before the renovation, the size of each store was in the low 10 pyeong (33㎡) range or smaller, but now they are much more spacious. We wanted customers visiting to see the managers to be able to communicate in a more comfortable space.

The Free Balance store is decorated with the concept of a fabric shop that used to sell fabric in bulk, adding to the unique image of the 4th floor.

In addition to clothing stores, there are other eye-catching shops. Are these spaces newly opened during the renovation?

Jeong Ji-myeong (Manager): We decided to open 'Baragi Herbal Pharmacy' and 'Paper Lounge' after searching for content suitable for a floor specializing in seniors. In the case of Baragi Herbal Pharmacy, the store reflects the regional characteristics of having a relatively large elderly population. We found that senior customers aged 70 and older are naturally very interested in their health. In fact, a licensed herbal pharmacist works here to diagnose customers' health conditions and prescribe herbal medicines and teas tailored to their constitutions. We also proceeded with opening a Ceragem massage chair store for the same reason.

Kim Young-min (Senior): I don't think herbal medicine is a familiar item to the younger generation. Nevertheless, the response has been quite positive. Since the scene of a herbal medicine shop is somewhat unfamiliar and unusual, it seems they actually find it fresh and interesting.

Paper Lounge is a cafe operated by Dududi Books in Gwangalli.

Jeong Ji-myeong (Manager): Rather than a trendy and novel cafe, I wanted a place that showcased the unique characteristics of the Busan region. I sought out local cafes, communicated with them directly, and brought Dududi Books on board. I was impressed by the fact that the CEO personally reads and curates books, as well as the program conducted in collaboration with various authors. We created this space hoping it would become a venue for community activities, not just for drinking or reading.

Connect Hyundai showcases various region-specific content, including food, fashion, and cultural programs. I imagine you gave some thought to the region of Busan during this renewal process. What are some of the characteristics of Busan that you experienced firsthand?

Jeong Ji-myeong (Manager): Personally, I think you can feel a stronger sense of 'Jeong culture' here compared to Seoul. Of course, I might feel this way even more since I am working at a store approaching its 30th anniversary. I believe there is definitely a deep bond of affection conveyed through the attitude of our customers toward our department store and the relationships between customers and managers.

You were involved in the entire process, from the time you moved down to Busan to operate the Hyundai Department Store Busan branch, all the way to the renewal into Connect Hyundai. It has already been three years since you both came to Busan. What does Busan mean to you two?

Jeong Ji-myeong (Manager): It is a place with plenty of space. The cost of living is relatively low, and since the population density is low, my family and I have a bit more room in our lives. Also, it is great that the great natural beauty of the sea is located near the city center, offering plenty of things to see and do.

When I first came down here , I had absolutely no connections, but now, in my third year of living in Busan, I am about to get married. It is all thanks to the wonderful people I met here.

Maker's Pick

3 Special Stores You Can Find on the 4th Floor of Connect Hyundai

Baragi Herbal Pharmacy

A herbal medicine clinic that analyzes customers' constitutions and prescribes customized products ranging from growth tonics for children to Ssanghwadang and Sipjeondaebotang for adults. It currently operates its first branch in Cheongdam and its second branch at Hyundai Department Store Jungdong, and in Busan, it can be found exclusively at Connect Hyundai.

Paper Lounge

A curated book cafe where you can enjoy books and drinks together. It is a space operated by 'Dududi Books,' a cooperative and book cafe created by young people in Busan, and plans to showcase various services in collaboration with cafes, roasteries, gift shops, and dessert shops in Busan.

Daks General Store

A comprehensive hall showcasing various product lines, including clothing, bags, and accessories. Unlike other stores consisting of single-item shops, it operates as a multi-purpose store and occupies the largest area among Connect Hyundai's senior floor stores.