Should You Go to Jamsil or Myeong-dong? Department Store Rivals Compete with Christmas Markets

[Financial News] Lotte and Shinsegae are once again competing with their Christmas markets at the end of this year. As the reputation of being a 'popular photo spot' during the holiday season directly translates into attracting visitors, both companies are expanding the scale of their Christmas events each year.
According to industry sources on the 10th, the outdoor Christmas market at Lotte Department Store, inspired by European traditions, attracted more than 400,000 visitors last year. At Shinsegae Department Store Gangnam Branch, the 'Shinsegae Wonderland' drew over 12,000 visitors in just one weekend (December 7–9), reflecting high interest. Shinsegae Department Store has decorated the space connecting 'House of Shinsegae' and 'Sweet Park' on the first basement floor of the Gangnam Branch as 'Tree Road,' filled with Christmas trees and ornaments until December 30. With a European-style Christmas market concept, large trees and photo zones have been set up to create a festive forest path inside the store. The market features a variety of items, from trendy lifestyle shops popular with the MZ generation in Mangwon and Seongsu-dong to Eastern European-inspired goods like German Advent Calendars, allowing visitors to choose Christmas items to suit their tastes. Starting on the 14th, the 'Wonderland Market' will also open on the fourth floor of 'The Heritage' at the main branch, establishing another year-end hotspot in downtown Seoul.
Shinsegae Department Store has been hosting its Christmas market under the name 'Shinsegae Wonderland' since last year, operating simultaneously at both the Gangnam and main branches.
Lotte Department Store, the first in the industry to launch a Christmas market, has invested heavily in offline events, even creating a dedicated signature event team earlier this year to focus solely on experiential elements that can only be offered in person. Inspired by the 'authentic European Christmas market,' the Lotte Christmas Market began in 2023, attracting 240,000 visitors in its first year and 400,000 last year. The increasing number of visitors to the Lotte Department Store Christmas Market has also contributed to a rise in sales at the Jamsil branch during the same period.
This year, from December 20 to January 4, the 'LOTTE TOWN Christmas Market' will be held for 46 days at the World Park Lawn Plaza of Lotte World Tower in Jamsil, emphasizing an 'immersive experience.' Unique features such as the 'Heart Light Show,' a moving heart lighting ceremony, and the 'Snow Shower,' reminiscent of a white Christmas, will be incorporated so that everyone, regardless of age, can enjoy the event.
An industry official stated, "Christmas markets are becoming established as signature winter festivals that everyone looks forward to," adding, "Since December is the peak season for gift-giving, we expect these events to boost both visitor numbers and sales."
wonder@fnnews.com Jung Sang-hee Reporter