'Shopping + Vacation', Is There a Better Place?.. Crowds Flock Even on Weekdays to 'This Place' [Report]

[Financial News] "I come here often because I can shop and escape the heat."
On the afternoon of the 31st, when the highest temperature rose to 35 degrees, I'Park Mall in Yongsan, Seoul, was bustling with family and couple customers even though it was a weekday. A couple in their 20s, Mr. Song and Ms. Jin, who visited the 3rd floor 'Dopamine Station' curated with the latest trendy attractions, said, "We came to see the Tamagotchi pop-up on the 6th floor today, but there are many interesting things here (on the 3rd floor) as well, so we are looking around." They added, "Recently, due to the ongoing heatwave, we mainly go on dates in indoor spaces like shopping malls located in the city." 
In front of the 'Weird Root Plant Pop-up', there were visitors in their 60s and 70s looking at pots with peculiar stems. Weird root plants refer to plants that store nutrients in their roots, such as sweet potatoes, radishes, and taro. Mr. Park and his party, who are students at the I'Park Mall Cultural Center, said, "After class, it is a small pleasure to look around various pop-ups held at the mall together." Mr. Park laughed, saying, "One of our group just took a quick look and went to buy a weird root plant without even knowing what it is."
The 'Dopamine Insect Research Lab' pop-up store, an experiential space where you can directly touch living insects and reptiles, was also crowded with people. Mr. Lee, a man in his 30s who came out with his child, said, "The weather is so hot that we are not going on any particular trips this summer vacation and are spending time visiting indoor exhibitions that the child would like."
An I'Park Mall official said, "The Dopamine Insect Research Lab is attracting more than 1,200 visitors per day due to the influx of family customers visiting with children."



Complex shopping malls in downtown Seoul are gaining popularity as 'urban summer resorts' by promoting stay-type content such as pop-ups that you can stay at without necessarily buying anything, thanks to their high accessibility.
During the past weekend (26th-27th), when the heatwave and vacation season overlapped, sales at I'Park Mall in Yongsan surged by 31% compared to the same period last year. In particular, sales related to food and beverages (F&B) and living increased by 31% and 48%, respectively. An I'Park Mall official said, "Since the beginning of this month, the time for the parking lot to be full on weekdays has been moved forward by about 2 hours after opening, and the stores are as crowded as on weekends."
The Hyundai Seoul in Yeouido, Seoul, is also hosting a Hawaiian concept pop-up market 'Hu'i Hu'i Maui' targeting the 'mallcation tribe' until the 21st of next month. This space, which recreates an exotic feel with artificial palm trees, attracts more than 5,000 visitors a day. It features 65 brands representing Hawaii, including beer, musubi, and hula dance costumes.
At IFC Mall in Yeouido, Seoul, the 'Newtro Game Festival' is underway. It is an experiential space with retro arcade games like Tetris and Pump, targeting family and friend visitors. An IFC Mall official said, "We planned the game festival to provide customers who come to the mall to escape the heat with indoor entertainment," and explained, "Complex shopping malls are the perfect space to enjoy mallcations in the city, with spaces for gourmet food, shopping, exhibitions, cinemas, and various cultural activities."

localplace@fnnews.com Kim Hyunji Reporter