What: Hyundai launched a new brand, “Connect Hyundai” in order to cater for the needs of a specific clientele.

Why it is important: This is the second retailer brand name they have launched, after “The Hyundai”, and this helps differentiating each branch and bringing a specific flavour to each.

Hyundai Department Store is rebranding its Busan branch as 'Connect Hyundai,' set to launch in September following renovations beginning at the end of July. This initiative represents a pilot for a new retail concept aimed at diverging from traditional department store formats by blending elements from department stores, outlets, and entertainment venues. A key feature of this transformation is the expansion of the food hall and the inclusion of popular food and beverage brands, catering especially to the preferences of the MZ generation.

Industry experts are watching closely to see if 'Connect Hyundai' will emulate the success of Hyundai’s earlier venture, 'The Hyundai,' which was introduced in Yeouido, Seoul, in 2021. 'The Hyundai' attracted a significant young audience through its innovative brand and pop-up store selections, along with unconventional rest areas, drawing over 100 million visitors in just over two years. Its success prompted the rollout of similar concepts in other cities like Daegu, and plans are underway for a launch in Gwangju.

If 'Connect Hyundai' proves successful, there are plans to expand this concept nationwide, potentially starting with the Cheongju branch. This strategy indicates Hyundai's commitment to adapting and evolving within the retail sector to meet changing consumer demands and preferences.

Hyundai Busan to reopen as “Connect Hyundai” in September