'Is It Becoming a Hotspot for Foreigners?'... What Awaits at 7-Eleven’s Myeong-dong Store

[Financial News] 7-Eleven announced on the 26th that it has launched 'New Wave Plus,' an upgraded version of its next-generation franchise model 'New Wave,' at Myeong-dong in Seoul. The company explained that the debut of the first New Wave Plus model in Myeong-dong was in response to the rising number of foreign tourists visiting Korea, driven by the global popularity of K-culture.
'New Wave Plus' is an expanded model that adds experiential elements to its core offerings of food, fashion, and beauty. The approximately 110-pyeong Myeong-dong store features a K-POP fandom zone called the 'Whosfan Store,' 'Neoguri's Ramen Shop' in collaboration with Nongshim, a Gacha Zone, a K-Souvenir Zone, and a K-Event Zone, allowing visitors to enjoy shopping, culture, and entertainment all in one place.
The 'Whosfan Store' is a pop-up zone targeting the global K-pop fandom, selling idol merchandise and occupying more than 10% of the store’s floor space at 15 pyeong. 7-Eleven, which has previously collaborated with artists such as Seventeen and NCT WISH, aims to establish itself as a go-to destination for idol goods.
At 'Neoguri's Ramen Shop,' visitors can experience K-food through an instant ramen preparation area and a display of various Nongshim products. The store also features a Gacha Zone, popular among Generation Alpha, with a D.I.Y. (Do It Yourself) space for customizing figurines.
The 'K-Souvenir Zone' for foreign tourists offers popular products such as red ginseng packs, snacks, and instant coffee, as well as souvenirs that capture the essence of Korea. In the 'K-Event Zone,' visitors can use services like the NAMANE Card for customizable transportation cards, photo printing machines, and self-service printers.
Sangbong Ko, Head of Operations Strategy at 7-Eleven, stated, "The New Wave Myeong-dong branch, based on the New Wave Plus model, is a next-generation shopping model and a flagship store that brings together our core strengths. We will continue to expand New Wave as a strategic asset."
localplace@fnnews.com Kim Hyun-ji Reporter